The revised emblem incorporates traditional elements of the club’s famous badge, whilst underlining its ambition for the future with subtle additions.
The Cherries host nine-time European Cup winners Real Madrid in a celebratory exhibition match this weekend ahead of their first season in the second tier for almost 25 years, and the announcement coincides with one the most successful periods at the Goldsands Stadium.
The updated badge includes the shape of the original shield and the iconic Dickie Dowsett header, which has been part of the crest since the early 1970s.
But it also now features black stripes to reflect the shirts worn by Cherries players past and present for more than 40 years and gold detail to signify the club’s recent success.
Chairman Eddie Mitchell said, “The crest is a visual representation of what we stand for as a club and the evolved version says a lot about where we want to go.
“We have worked hard over the last four years to improve the facilities and playing squad to move the club forward and this is part of the process.
“Of course, it wasn’t an easy decision and a great deal of time and thought went into making it. Our heritage is at the heart of all the decisions we make and it was vital that we retained core elements of the crest in the revised design.
“I’m looking forward to seeing it on the chests of our players and supporters over the forthcoming years.”
The evolved crest will be in use immediately, but will first appear on replica shirts in the 2014/15 season.
to view a document outlining the crest's evolution.