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Launched in November 2004 the new badge became effective from May 2005, in time for the club’s Centenary Season. Additionally a special Centenary version of the badge is being used during the centenary year. At the launch Peter Kenyon said: "We are incredibly proud of Chelsea’s heritage. The design of this new badge is based on the one from the 1950s and it was a conscious decision to do this."


"As we approach our Centenary Year, and the club embarks on a new and very exciting era, it is appropriate that we have a new identity that reflects our tradition and can represent us for the next 100 years."