This the brand new club crest for Belgian Jupiler Pro League club Beerschot AC.
If you've not heard of that name before then you are forgiven as they've only recently changed names from the former 'Germinal Beerschot'. Before the change Germinal Beerschot was an amalgamation of the teams 'K Beerschot VAC' and 'KFC Germinal Ekeren' which merged in 1999, merging everything from logos and team colours.
Now since the last members of the Germinal Ekeren board have left the club due to a dispute, Beerschot has removed the yellow and red colours from all aspects of club life, something most fans will appreciate since Beerschot's biggest rival is their city neighbour Royal Antwerp who play in red shirts.
The Beerschot website exclaims 'The bear is back!' on it's front page to celebrate the launch of the new logo and identity. The bear is important to the logo as it was the main feature of their logo before the merger and probably even more so because 'Beer' is the Dutch word for bear.
It also has a couple of other features from the pre-merger logo, one being the Latin motto 'Tene Quod Bene' meaning (very roughly) 'Continue progressing'. The other original feature which isn't so noticable it the acorns separating the wording at the bottom of the logo.