(Est. 1919) “Leeds United Football Club is a professional association football club in Leeds, West Yorkshire, England. The club was formed in 1919 following the disbanding of Leeds City F.C. by the Football League and took over their Elland Road stadium. They play in the Championship, the second tier of the English football league system.” (Wikipedia)
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.
When it comes to European soccer redesigns the first disclaimer I like to state is that I am not a fan of either soccer and much less of any particular team so my opinion is completely detached from the change and on a scale from 0 to batshit-crazy I have no passion for what the old logo meant or the storied past of the team.
So, the old logo was absolutely terrible, with an unreadable, wedding-invitation-esque “LUFC” — which if it were introduced today, I bet you many of those fans would say it’s “girlie” and demand it be taken away — a ridiculously small flower-ball thing and a ghastly shield shape and set of stripes. I’m sure everything in there has meaning to many but, as a logo/crest, it was bad. The new logo is more American-ized and like something you would see in the MLS, which may be part of what makes fans upset. Obviously, the elephant in the room is the illustration of the player doing the “Leeds Salute”. It’s not a bad idea and the execution is almost there but it’s a really, really hard gesture to capture properly in static form. Without knowing about the Leeds Salute previously I instantly knew what the figure was doing but I was confused by how many fingers there are and what’s a shadow and what isn’t. Overall, though, as a mark that signifies a team through a gesture fans know, it’s relatively good. The typography isn’t great but it’s a major improvement over that “LUFC” frilliness.
Not that any of this matters because the team might change the logo after this week’s brutally negative reception from the fans — including the obligatory, indignation-fueled change.org petition — with the team issuing an official press release saying they will need to rethink things, which is, bollocks. They should stick with what they presented and let fans deal with the change because in a month’s time they’ll have forgotten about the old logo and the new logo and will have moved on to the next thing that upsets them.
Thanks to Rael Hodgson for the tip.