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I am trying to find the most common way to refer to a soccer team's shield (or coat of arms).

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Let me add somthing here, Shield, Coat of Arms, Logo or whatever they are probably all correct. But i want to know what is the most common one? –  BernardGra Aug 17 '11 at 21:07
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4 Answers

up vote 3 down vote accepted

Checking the websites and wikipedia pages of half a dozen football teams, badge seems to be the most popular term, followed by crest and logo.

This seems like a question for which Google Ngrams should be perfect; but oddly, looking for phrases like Arsenal badge there, I haven’t managed to find any hits for any combination, although Googling shows that they are used plenty often in the wild. I suppose there just can’t have been many sports texts in the corpora that Ngrams is based on.

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Definitely badge - a player kisses the badge to show their love for the team. –  Richard Gadsden Oct 19 '11 at 18:27
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Another word I would use in this context is emblem.

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Perhaps logo (an identifying symbol, often for use in advertising) or insignia (a distinguishing mark or sign)...?

Sample usage:

I've got a towel with Manchester U's logo on it, because I love being able to wipe the floor with them.

Edit to add: I would guess that "logo" is the most commonly used term since it is advertising-oriented and most of the time I'd expect that their mark is being referred to in an advertising-related way (selling towels or shirts or other marketing materials, for example).

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Crest?

Heraldry A distinctive device borne above the shield of a coat of arms ... or separately reproduced ... to represent a family or corporate body.

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