Morecambe FC have unveiled a new crest as part of a three-year project to win promotion to League One and become a "competitive and sustainable" club.
Co-chairman Rod Taylor and directors Charlie Appleyard and James Wakefield have informed staff and associated organisations of the future plans with further details expected to be announced in the coming weeks.
The project will see The Shrimps hire a general manager to look after all non-football operations, building closer partnerships with 'MFC Family' organisations such as MFC Community Sports, Morecambe Ladies FC, the MFC Academy and Shrimps Trust, and making improvements to every aspect of the MFC matchday experience and day to day operations.
Mr Taylor said: "We have just celebrated our centenary, so what better than to start our second 100 years with an ambitious yet achievable plan to set us up for future success?
"The feedback has been immensely positive from everyone so far. Time to get cracking."
Morecambe play at the Mazuma Stadium and are majority owned by Bond Group Investments, which also owns Premiership rugby club Worcester Warriors.
The Shrimps marked their centenary in 2020.
In their most recently available accounts, for the 12 months to 31 May 2019, Morecambe posted a turnover of £2.8m and pre-tax losses of £573,596.
