“We conducted thorough research into the desire for a change to the crest to symbolise a new era for the club. However, we also appreciate the need to extend the consultation with supporters and we are committed to working with you to create an identity we can all be proud of” reads the latest statement of the renowned football club in the graphic design drama which exploded upon the release of Leeds United new crest.
Inspired by the football club’s song Marching on Together the badge has been redesigned ahead of the club’s 100th anniversary in 2019. Hence the result of a six-month consultation period with over 10,000 people has disappointed many.
“As we approach the centenary we asked what the future means to [fans],” says Leeds United. “It has become abundantly clear that the fans are ready to herald in a new era. It is also clear that the current crest represents a turbulent and largely unsuccessful period in the club’s history.”
Per managing director Angus Kinnear the badge aims to reflect the idea of “strength in unity. 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.”
The badge retains the blue and yellow team colours, but ditches the white rose symbol and “unrecognisable” LUFC logotype seen previously, says the club. Instead, Leeds United is now written out in full, and the crest depicts a person placing their right hand on their chest.
The hand symbol is known as the “Leeds Salute”, and is often done by fans on match days while singing the club’s song Marching on Together.
Leeds United has not confirmed at the time of publishing whether it worked with any design consultancies on the rebrand reports DesignWeek. The new crest will be rolled out during the 2018-2019 football season.