'READY' - Rangers unveil new club crest as part of digital transformation

The club have sought to produce a “simple and effective refresh”

Rangers have unveiled a new club crest as part of brand evolution and digital transformation strategy.

In addition, an industry leading club website and app has been launched.

Fans may have caught a glimpse of the updated crest on Tuesday night when it was projected onto landmarks across Glasgow.

Rangers – who have rekindled their interest in Florian Kamberi – have altered one of its two official crests to give it a “simple and effective refresh". While the changes are subtle with the lion rampant, leather football and the club’s ‘READY’ motto all featuring, the structuring of the words ‘Rangers Football Club' have been moved to put ‘Rangers’ in a central position and the font changed to the club’s official typeface.

The scroll crest, which is found on the club’s strips, remains unchanged.

Stewart Robertson, Rangers’ managing director, said: “As a leading European club, and in anticipation of our 150th anniversary year, it is important we adapt and continue to evolve. As we futureproof our business, a club brand evolution and digital strategy was a fundamental part of our long-term strategic plan and our commitment to be best in class both on and off the park.”

The new crest coincides with a digital transformation with a new website designed to increase fan engagement, international growth and commercial performance, with a “360-degree digital integration, which will also include the RangersTV platform and app”.

Rangers have unviled a new cliub crest. Picture: SNS

James Bisgrove, Rangers’ Director of Commercial and Marketing Rangers FC added: “With our fans and partners in mind, our goal is to implement an industry-leading and dynamic digital transformation strategy which is fully aimed at supporting the club’s continued growth.

“This evolution of our brand identity, new website and app, are underpinned by our rich heritage and aspirational mindset, all of which will provide us a springboard to grow global audiences and, ultimately, drive greater commercial revenues.”