Why do clubs make such a mess of a simple emblem?

Ours is crap with the worm at the bottom and that fiddly scrollwork.

Others have had them redesigned in recent years (Wednesday's sticks in my head) and created ugly and expensive or bland and expensive failures.

Swansea were crowing about their new badge yesterday - and it is awful! A swan scratching its arse on a castle turret, tiny and faint numbers for the year of formation, and 'City AFC' detached at the bottom with 'Swansea' at the top.

Are there any good examples out there? Apart from the traditional badges of clubs like Barnsley that look out-dated but have history on their sides. I understand we all have different opinions on design and aesthetics, but there seems to be a fair consensus on what is bad. But good recent designs?

Swansea badge 2022.jpg