Leeds United football club has received criticism from fans after unveiling its new crest this morning (24 January). Despite emerging from a six-month research campaign that involved consulting 10,000 people, the new imagery was met with overwhelmingly negative reactions.
The crest was introduced ahead of the club’s centenary in 2019 with a spokesperson for the team stating, “we asked our fans and other people close to the Club what the next 100 years means for them.”
“We received great feedback and were blown away by the passion and depth of engagement. Throughout the thorough process, several key themes emerged.” These included, “Fans are full of optimism about the future;” “The clear majority of fans are not attached to the current crest;” “Fans are not afraid of change;” “Leeds United has a turbulent recent past and a bright future;” and “Fans are ready to embrace a new era and believe a new crest can be a powerful signal of change.” Twitter user @LeedsFanz responded to the announcement writing: “Clearly didn’t consult the right people. Awful. Get rid and rethink.”
The redesign swaps the club’s initials for its full name and shows a male torso with his fist over his heart in white, blue and yellow. Angus Kinnear, Leeds United’s managing director commented: “In the past year […] we have seen season ticket sales soar and gates have regularly exceeded 32,000 at Elland Road – we are very grateful for the loyal and unwavering support we have received.”
“Once we heard that there was a desire for change to help herald a new era for the club, it became of primary importance that the new crest clearly reflected who we are," continues the club’s director. "Updating the crest is not a decision we have taken lightly, but we are proud to have a new crest that is authentic to Leeds United and honours the quality and loyalty of our fans. It is a symbol of ‘strength in unity’ and a proud expression of the club’s identity and history.”
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