Tuesday 16 October 2018

New Leeds badge met with fury and ridicule by fans

Many said it looked like something out of a video game, while others thought it looked like the Gaviscon logo.

The new Leeds United badge side by side with some Leeds fans
The new Leeds United badge side by side with some Leeds fans

By Alistair Mason, Press Association

Leeds fans have reacted with dismay after the club revealed a new badge to mark their centenary.

The crest, which the club say celebrates “fans at the heart of our identity”, depicts a supporter doing the so-called Leeds salute.

Fans and players often put their right fist over their heart as a sign of their support for the club.

But despite a six-month process during which the club says they consulted 10,000 people, the reaction from supporters suggests the final result may have been wide of the mark.

Many felt it looked like something out of a video game.

Others showed their displeasure through gifs.

Meanwhile, others designed their own alternatives to the new crest – some tongue-in-cheek and others more serious.

Even former Leeds defender Ian Harte, who appears in a club video to promote the new badge, said he didn’t like it.

England cricketer and Leeds fan Jonny Bairstow aired his views on social media.

A change.org petition to stop the club using the new crest raced past 10,000 signatures a little over an hour after the badge was revealed.

There was one upside for Leeds fans.

Some did seem to like it.

But mostly fans were just angry.

Leeds, who celebrate their centenary in 2019, said the badge “represents the passion and the unique identity that runs deep through the club”.

Managing director Angus Kinnear told the club’s website: “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.”

Press Association

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