Discussion

By their very nature of having a common knowledge and common frame of reference, communities would also have a common or collective unconscious. Communities also can be expected to also have developed their own archetypes.

In this study, the communities would be football fans, players, coaches, owners and the cities they represent.

This study found that community archetypes are represented as archetypal images in football crests and coats of arms.

QUESTIONS: Does the redesign of traditional crests change the team�s sense of identity or its role in the community? Does the trend in crest design away from local coats of arms reflect the changing culture, economy and sociology of British cities? Do teams that retain traditional crests strengthen the sense of their community's collective unconscious? Do outdated crests still tap into the collective unconscious?