As everyone knows, the Arsenal motto is: Victoria Concordia Crescit, which means Victory Through Harmony.

However, in documents seen by Arseblog News, we can reveal that harmony is set to be sorely tested as KSE have plans to overhaul the club’s branding and have already paid Brand Python – a Dallas based marketing consultancy firm – a ‘high six-figure fee’ to manage the implementation of a new motto which is more in line with the ‘modern soccer environment’.

Many have wondered what the long-term implications of Arsenal being 100% owned by KSE would be, and it seems that no tradition is sacrosanct as they look to maximise the potential revenue streams, citing a need to make the club motto more connectable to younger fans, particularly in other parts of the world.

In correspondence leaked to us, it’s clear that Stan Kroenke is well aware of the history of the motto, but regardless is keen for something new as the brief outlines:

The process has been ongoing for some time, with test groups suggesting and rejecting a series of new mottos, and a short-list of dozens has now been whittled down to five to be decided by a public vote.

Those five options are:

1: Always Invincible

2: Great Britain – Great Gunners

3: Victory through Va-Va-Voom

4: The Club that Arsene Built

5: London’s True Royalty

A spokesperson for the Arsenal Supporting Trust was aghast at the news, saying, “This is yet another example of the Americanisation of our great club. Some of those things have been beneficial, such as the Jumbotrons©® and bigger hot dogs, but this is a step too far.

“I’m sure Arsenal fans will be harmonious in their disharmony towards this idea. For once this is something all true supporters can agree on, and those that don’t need to ask themselves if it’s Arsenal they love, or a relentless pursuit of modernity for no good reason.

“We call on the board to whitewash this pointless exercise at once, and think about how the money already spent on this project could have been used to subsidise tickets for the next generation of young fans.”

It’s believed that the vote is due to take place at the end of the season, with the winner announced at an event ahead of the pre-season friendly against fellow KSE franchise, Colorado Rapids, taking place on July 15th. There are even some rumours that it could be tied into the launch of next season’s kit which will be manufactured by Adidas in a new £60m per season deal.

A range of merchandise will be distributed along with the kits to get the new motto in front of as many eyeballs as possible. These include baseball caps, wristbands, t-shirts, iPhone covers, car stickers, and a range of inflatables, and a Twitter hashtag #newmottonewarsenal.

We reached out to all parties for comment, but as yet no reply has been forthcoming from KSE, while calls and emails to Brand Python have remained unanswered despite their social media channels being active all weekend.

More on this as and when we get it.