Swindon Town Football Club, the English club based in Wiltshire and nicknamed “The Robins,” has used at least five different crests since its inception. The current design, introduced in 2007, returned the club to a traditional shield format featuring a robin, a train, a football, and the town motto.
Design and History
Swindon Town’s earliest club crest was a traditional shield displaying the club name, a robin (referencing the club’s nickname), a train (reflecting the rail industry’s importance to the town’s heritage), and a football. The town motto “Salubritas et Industria,” meaning “healthy and industrious,” was part of this original design, a motto the town itself had shared since 1901.[1]
During the 1970s, a circular badge known by some supporters as the “traffic sign” badge temporarily replaced the shield design. It featured interlocked “S” and “T” letters, with both ends of the “S” shaped as arrows, alongside a simple football and the club name. This design was used until the start of the 1986/87 season, when the club reverted to an amended version of the original shield badge. On that re-introduced design, the motto was replaced with the text “Division Four Champions 1985/1986.”[1]
A new crest was introduced in time for the 1991/92 season. The club felt it needed a “brand new” and “fresh” image following a difficult period in its history in the late 1980s and a relegation. This diamond-shaped design clearly featured the letter “S” for Swindon running through it, and a green section was added to match a new green trim introduced on the team’s home red and white shirts.[1] Green elements were re-introduced onto the home strip and badge to represent the team’s short-lived kit from the turn of the century.[2]
In 2007, the club gave supporters the chance to choose a new badge. Three alternative designs were put to a public vote, all based on the original shield badge, with an option to keep the 1991 design also provided. The club explained that while the 1991 change may have been refreshing at the time, it did not retain any of the heritage from the traditional club badge. Of those who voted, 76% agreed it was time for a new badge after 16 years.[3]
The winning design, Option 3, became a firm favourite with 68% of fans who voted for a change. It included the club name, a robin, a train, a football, and re-introduced the town’s motto “Salubritas et Industria.” The club stated the motto would serve as a mission statement, translating to “healthy and industrious,” to be used across all facets of the club.[3] The new badge was in place in time for the start of the 2007/08 season.[4] The green elements from the 1991 badge were removed in 2007.[2]
Meaning and Symbolism
The elements of the current crest carry documented local significance. The robin references the club’s nickname, “The Robins.” The train represents the rail industry, described by the club as an important part of the town’s heritage. The football is included as a straightforward symbol of the sport.[3]
The re-introduced motto “Salubritas et Industria” translates to “healthy and industrious.” The club framed this motto as a solid mission statement intended to apply across the football team, back room staff, fans, and the community development team.[3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
