HARTLEPOOL UNITED have revealed a new club crest.

And Pools, looking for a fresh start after years of frustration and relegation to the Conference, have explained the reasons for replacing the old badge with the new one.

A club statement read: "The current crest – in place for a little over 20 years - means a lot to many Pools fans. However, it also causes the club some challenges.

The Northern Echo: Current: The Hartlepool United badge will be changing

OLD BADGE: The Ship's wheel with the Town's Club message is no longer the Hartlepool United badge

"Our Ship’s Wheel crest’s intricate design makes it impractical to use, particularly at small sizes. It was designed in 1995 before digital and social media became the norm and does not replicate well in many online media and printed items. It’s difficult and expensive to produce and the original design is misaligned.

"There has also always been confusion and disagreement over the prominence of the Ship’s Wheel in representing Hartlepool United. The wheel was a new addition to the badge in 1995 and many feel that it does not represent the heritage of the club.

"Our club crest has changed fairly regularly over the course of our history and we felt that, as we attempt to put a solid foundation down for this club and build for the future, now is the time to embed a lasting and meaningful identity that we can use to represent us well into the future.

"By introducing a new and iconic design, we believe that we can strengthen our identity, raise our profile and demonstrate our status as an ambitious and forward-thinking club.

"The crest redesign sits in the middle of a wider project of refreshing the club’s identity and developing better facilities and match day experiences for fans. All of this is vital as we begin to build a successful and sustainable future for Hartlepool United."