Ghana Premier League side Accra Hearts of Oak have re-designed its badge in order to “modernize the look and feel of the brand to keep pace and maintain relevance,” the club said in a statement.
The club says “the new badge is an evolution of the existing mark paying careful attention to honor the sacred elements of the club’s history, including the oak tree, rainbow colors and the founding year of 1911.”
The secondary badge adds the Latin phrase, “virtutem praestate” for select corporate uses.
“Hearts of Oak is an iconic brand in African football and we took great care to preserve that heritage in the new marks.
“That said, in order to thrive in this new digital era, we needed an identity that was cleaner, more dynamic and a symbol of the club’s future ambitions,” Chief Executive Officer Mark Noonan said of the new badge.
The club worked with UK-based teamup, a global leader in sports brand and consulting, on the new design.
Teamup has worked with sporting brands such as Arsenal, Celtic FC of Scotland, Tottenham Hotspur and Under Armour.