ASTON VILLA have launched a new club crest after undertaking extensive research to find what the fans wanted from a new crest to mark a new beginning for the club.

This season will be the first complete one that the club has been owned by Randy Lerner and it's also be the first full season that manager Martin O'Neill has been able to invest in his squad and prepare the players over the summer.

The new badge has a few small but important changes that reflect the new Villa. Firstly is the introduction of the letters F and C, which in a world where Football is about business, services and profits, it demonstrates that the Aston Villa is a Football Club and that is what they intend to focus on.

The second is most important change is the star, used by the few successful clubs & countries to indicate their success in the most elite competitions.

With the 25th anniversary of the European Cup victory over Bayern Munich, it seems fitting that the star is an integral part of the new design, and that it may serve as the inspiration needed to drive towards a similar success.

There is still focus on the Lion, which is no longer fragmented but unified to symbolise the togetherness of the club. Similarly the club motto is still part of the badge.

The decision to keep the shield is another attempt to maintain the history as it is similar to the crest on the old Trinity Road stand.