West Ham new badge: Hammers consulting fans on design of new club badge that will coincide with move to the Olympic Stadium in 2016-17

Hammers incorporate the word 'London' into proposed new club crest

West Ham have unveiled a proposed new badge that could come into effect from 2016-17 (West Ham United FC)

West Ham United have unveiled the design of a proposed new badge that will come into use from 2016.

The Hammers have invited their fans to have the final decision of the badge that will be brought in to coincide with the move from Upton Park to the Olympic Stadium.

The changes include a sleeker, simpler design and the use of the word "London" in the badge, while the Boleyn Castle has been removed.

Using the name of Britain's capital city should help the club as it seeks to grow a brand more recognisable on the world stage.

The unveiling of the design follows a detailed consultation with about 10,000 fans. It revealed that 77 per cent were in favour of the badge being updated and 98 per cent believind the crossed Hammers represented the most important part of the crest.

"The board understand that the success of the club’s move depends on its acceptance among supporters as the home of West Ham United," read a statement on the club website.

"The club is therefore on the cusp of a multi-million pound investment at the stadium and so it is imperative to ensure that, together, we get it right from the outset.

"The crest’s evolution is the handiwork of world-class designers, who, crucially, are lifelong supporters of the club too.

"Its final design is the product of careful deliberation following supporter consultation and the comprehensive feedback received, as well as a reflection of feeling among the club’s stakeholders."

The badge has received a mixed response on social media. However, one fan who was definitely against it was Jack Sullivan, the son of co-owner David.