Leeds United have decided to reopen the consultation process over the club’s new badge after public outcry led to more than 50,000 people signing within 12 hours a petition demanding it is not used.
The crest, the result of a previous 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.
After the petition set up by the Leeds fan Steven Barrett and addressed to the club’s Italian owner, Andrea Radrizzani, had gained more than 50,000 signatures by 7pm on Wednesday, Leeds’ chief executive, Angus Kinnear, confirmed that the club will consult supporters again over the crest, which is due to be introduced on the club’s shirts from next season. “We always knew that the introduction of a crest, particularly one that is so bold and such a break away from the traditional conventions of football club crests, was going to create debate and may be controversial,” Kinnear said.
“We had confidence in the process we went through to arrive at the design but today we’ve been overwhelmed by the feedback. From my perspective it’s exactly why I love working for this club because the passion and enthusiasm and the commitment of the fanbase is quite astounding. We put the supporters at the heart of everything we do and we are here to make them proud and so, based on some of the feedback we’ve received, it’s evident that the process wasn’t extensive enough and we need to seek further consultation with our fans as we don’t want to do anything that the majority of the fanbase don’t believe in.”
Earlier, the club’s announcement had been greeted with bemusement, with criticism veering 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.
“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,” said a Leeds’ statement to announce its latest incarnation 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.”
Article originally appeared on The Guardian
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