Not to the extremes of some of the past Chelsea badges. The changes from our 1986-05 badge and the current one is drastic. United's has been the same since the 60's, & Real Madrid's has been the same since the 1930's, and both have only had minor changes. You are underestimating the amount of thought that went into the current badge. At the time Peter Kenyon was changing this club into a brand, and the same business practises will remain as long as we're competitive and selling shirts in god knows where. Nike & Adidas don't drastically change their logo every 10 year or so, and neither do top clubs who know the importance of brand identity.