Leeds United ‘It looks like a Gaviscon ad’ – Leeds United criticised for new club crest • Crest result of ‘consultation involving more than 10,000 people’
• Supporters of the club seemingly underwhelmed by new crest Leeds United unveiled their new crest to mark the club’s centenary, but the result has received criticism. Photograph: Leeds United FC
Leeds United have revealed a new crest to commemorate the club’s centenary. It has not been universally welcomed.
The crest, the result of a consultation involving more than 10,000 people according to the club, is of a man giving a salute. The gesture, with the right hand balled into a fist and placed against the heart, is known as the Leeds salute. It has long been associated with the club, but that has not stopped the crest being widely mocked after it was revealed online.
Leeds United's new crest has irked fans. Could you do a better job for your club? Read more
“We are now delighted and proud to reveal a new crest that represents the passion and the unique identity that runs deep through the club”, a club statement read. “Leeds United owes everything to the supporters who have stood by the club through thick and thin. We are delighted and proud to reveal a new crest that reflects the passion and loyalty that runs deep through the club, and celebrates the fans at the heart of our identity.”
Criticism veered from observing a similarity between the crest and both communist and fascist art, to comparisons between the new logo and that used on a football video game when licensing an official crest proves too expensive. That the crest also looks like the label on a packet of the heartburn medicine Gaviscon was also noted.
The popular Leeds fanzine Square Ball observed on Twitter: “A big glossy, exercise in branding done by a consultant in Shoreditch. We need to go for a soya milk latte and a lie down.”
Leeds have a long tradition of renewing their crest. The new badge is the 11th in the 99-year history of the club.
The new Leeds badge will be used by the club from the end of this season
Six months of research went into producing it, but Leeds United's new club crest has been described as "awful", "horrendous" and "shocking" by fans on social media.
The Championship side unveiled the new badge, which is to mark the club's centenary in 2019 and will be used from the start of next season, on Wednesday.
The club say that more than 10,000 people were consulted during the process of producing the crest and it "represents the passion and the unique identity that runs deep through the club".
Managing director Angus Kinnear said: "In the past year we have worked very hard as a club to re-engage fans and the wider community across Leeds.
"Once we heard that there was a desire for change to help herald a new era for club, it became of primary importance that the new crest clearly reflected who we are.
"Everybody knows how proud and passionate the Leeds United fans are, but since I arrived at the club, I have been in awe at the unique connection between the fans and the team."
The club say that the badge "depicts the 'Leeds Salute', which over the decades has been an expression of the passion that connects Leeds United's fans and players on and off the pitch".
However, it seems that it has not been well received by many fans of the club on social media.
England wicketkeeper Jonny Bairstow, who spent several years in Leeds' academy, was not pleased with the new design. In a second tweet he said he was "not sure how past players would react to the new badge"
Leeds United defender Pontus Jansson tweeted in response to a post from a fan of his former side Malmo that he was "shocked"
Some people commented that the new Leeds crest resembled one created in the popular computer game series Pro Evolution Soccer - fellow Championship club Aston Villa ran with that theme when advertising tickets for their upcoming meeting in April
Twitter user Amy Kelly called it "horrendous" while Bryn Johnson said it was "shocking" and Julie Trimble labelled it "dreadful". Among the more encouraging responses, Andy Gill said: "I quite like it."
Adam Pope, Leeds United commentator for BBC Radio Leeds, said: "The response not just from #lufc fans but from other clubs' supporters to the crest has been intense. Safe to say this has provoked a reaction!"
Within two hours of the new crest being revealed, almost 16,000 people had signed an online petition to have the the badge changed.
This is not the first time fans have reacted angrily to a change of crest - in 2013 Everton were forced to alter their redesign after fans complained about the removal of the club motto.
leeds united unveils new crest
As we approach our centenary in 2019, we asked what the next 100 years means to you. We received great feedback and were blown away by the depth of engagement. With supporters open to change, we embarked on a new crest that celebrates our fans’ passion and loyalty at the very heart of our identity
READ MORE
As we approach Leeds United’s centenary in 2019, 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:
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
Fans are ready to embrace a new era and believe a new crest can be a powerful signal of change
With supporters open to change, we chose to embark on a new crest sooner rather than later, which led to further in-depth consultation.
After a rigorous process that spanned six months, we consulted more than 10,000 people connected to Leeds United, through digital surveys, one-on-one and group interviews and meetings with legends, current players, club staff, the owner, partners and representatives from the Leeds and Yorkshire communities.
Outside of our commitment to herald the club into a new era on and off the pitch, the most significant reason for updating our crest is that, quite simply, it doesn’t say who we are.
The abbreviation rather than spelling out Leeds United in full contributes to the crest being unrecognisable. We wanted to say who we are with pride: We are Leeds United.
We are now delighted and proud to reveal a new crest that represents the passion and the unique identity that runs deep through the Club.
The new crest depicts the ‘Leeds Salute’, which over the decades has been an expression of the passion that connects Leeds United’s fans and players on and off the pitch and all over the world.
It is used extensively, and notably on match days when with right hand on heart fans sing the Club’s famous song ‘Marching on Together’. Leeds United owes everything to the supporters who have stood by the club through thick and thin. We are delighted and proud to reveal a new crest that reflects the passion and loyalty that runs deep through the Club, and celebrates the fans at the heart of our identity.
The crest will be featured on the 2018/19 season kit onwards.
Angus Kinnear, Leeds United Managing Director, said:
“In the past year we have worked very hard as a club to re-engage fans and the wider community across Leeds. 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 club, it became of primary importance that the new crest clearly reflected who we are. Everybody knows how proud and passionate the Leeds United fans are, but since I arrived at the club, I have been in awe at the unique connection between the fans and the team.
“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.”
For more information about our new crest please click here.
