im starting to think we have to have Everton in the badge somehow. Like it or not, we are not at the same level of fame as we were, say, in the 80s. Certainly nowhere near the brand size of Nike. Id even go so far as to say its only instatntly recognizable in the UK, I know here in Switzerland very few know who Everton are, even when I show them my wallet (which has the old crest and name on it). Happened in the US, France, Spain, Hungary and Germany when I've been there.
Part of the reason for the new design was for marketing purpose, to make a clearer statement about our club. As sometimes Everton, over the last 10yrs it seems, has been left out of TV screenings which now more than ever, is getting more coverage around the world. We need our name out there, to reach out to new markets and new potential investors.