Who can forget Leeds United’s almost-immediate U-turn on their new badge in 2018?
But they are by no means the first fanbase to be left enraged by their club’s corporate or design plans. Here are a few of the most notable recent occasions.
Northern Ireland’s Euro 2016 shirt
In 2016, NI qualified for their first major tournament in 30 years, with Michael O’Neill’s side heading to France on a wave of positivity.
But that positivity was sorely tested when they released their strip for the occasion; fans were particularly miffed by a horizontal blue line across the chest of the jersey.
It was described by some supporters as “horrendous” and a “perfect storm of rubbish” as an online petition to remove it attracted thousands of signatures.
The pressure was ultimately unsuccessful, and NI’s strong performance at the tournament meant the jersey’s appeal was slightly redeemed.
The short-lived Leeds United ‘salute’ badge
Leeds United’s ‘salute’ rebrand
In January 2018 – towards the end of yet another underwhelming transfer window – Leeds United proudly unveiled their new badge design.
The announcement said they had conducted six months of research, consulted 10,000 people and were “ready for the next 100 years”, but the design walked headlong into a barrage of social media rejection.
The design – a headless torso performing a vague version of the ‘Leeds salute’ – lasted barely 24 hours; the club went back to the drawing board after an online petition to scrap it attracted 77,000 signatures in a matter of hours.
Linfield’s purple and orange effort from 2020
Linfield’s ‘UVF’ jersey
South Belfast side Linfield sparked controversy in 2020 when they released a purple and orange kit.
The orange was spread sash-like across the chest and led to criticism for its perceived similarity to the flag of loyalist paramilitary group the Ulster Volunteer Force (UVF), who killed more than 500 people during the Troubles.
Alliance deputy leader Stephen Farry said at the time: “The similarity to UVF colours is too striking. Many other colours and designs are available. Why leave any ambiguity and risk offence to so many?”
Kit supplier Umbro distanced themselves from the design, apologising “unreservedly” for any offence caused, and refusing to promote the kit via their social media channels.
Linfield said any resemblance to the UVF flag was “coincidental and unintentional”. Within days of its release, the kit had sold out on the club website.
Cardiff City had a brief but controversial spell in red
Cardiff City Dragons
In 2012, Cardiff City’s Malaysian owner Vincent Tan announced he was changing the team’s jersey colour from blue to red, alongside a new badge featuring a red dragon and the mantra “Fire and Passion”.
Then-Chief Executive Alan Whiteley said the idea was to expand the club’s appeal, but it sparked fury among the Bluebirds’ supporters.
The move was relatively short-lived; the club announced in January 2015 that they would return to playing in blue with immediate effect.
By the next home match, they were back in blue, with the badge retro-fitted to the traditional Bluebird.
Austria Salzburg fans formed a phoenix club after their club was subsumed by Red Bull in 2015
Red Bull Salzburg
When it comes to rebranding, Red Bull are in a category of their own.
Their rebranding of Austria Salzburg as Red Bull Salzburg in 2015 was all-encompassing; the badge was redesigned using their logo, the stadium was renamed and supporters banned from wearing the colours of the old club.
Disillusioned supporters broke away from the club and formed a phoenix club to protect their traditions. The club have now reached the Austrian second division.
