Oh Leeds united. Where to start with this one. Indeed, should we? Of course we should. If the top brass at Brentford thought there had been some angst amongst supporters when our own new crest was revealed back in November 2016 then that was a mere storm in a teacup with what happened yesterday. Leeds United? Leeds Untied, more like. The internet went into meltdown after the Elland Road club proudly showed off their new crest to the world. Yet with furious supporters lining up to vent their rage, photoshop going into overload and even Aston Villa (amongst others) putting the boot in, it would seem the club are already looking to distance themselves from the fruits of a six month process that had involved an apparent 10,000 supporters.
The day began with Leeds telling the world: “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”. Managing Director Angus Kinnear adding his own personal support with the additional clarification that the new crest was ”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.”
Less than 12 hours later Kinnear found himself in the position of telling the BBC “We need to reopen the consultation process… Because the direction is so distinctive and breaks with a lot of conventions, that consultation process hasn’t gone deep enough.” Adding that “It’s slightly unfortunate”.
Not deep enough? How on earth can six months and 10,000 supporters not be deep enough? Judging by the results, it was a research campsign that has been about as shallow as a puddle in the Sahara.
The new Leeds badge. Mr Muscle?
It seems the fans felt anything less than honoured. An online petition was launched to get rid of it, noting : “It makes a mockery of Leeds United and the clubs history. It is alienating the fans. It is has to go.” Within hours it had raced passed the 10,000 mark and at the time of wiring is just short of 70,000.
Supporters and critics went to town on Twitter with the club and the crest trending almost immediately. Not in a good way. And understandably so. Who thought this was good? Who were the 10,000? Who signed off on this? Why had the club borrowed the cover artwork from video game Pro Evolution Soccer 2? Perhaps, most importantly, what the hell got rejected that this was deemed the best? The future? That THIS was Leeds United?
Talk about farcical. You wouldn’t have got this at the most tinpot of non-league clubs, let alone these historical giants of the footballing world. A club with huge tradition and one fortunate enough to have such a massive and passionate fanbase. A club that had now turned itself into the laughing stock of the football world.
There was no Yorkshire Rose, no football or even a local landmark. No attempt at a retro spin based on a previous incarnation. From a club that changes crests as often as they change managers then surely that would have been an easy task. Instead, they’ve come out with something that would be be better suited to a communist propaganda poster or some Orwellian nightmare. That said, one can only respect that speed with which they have slammed into reverse.
We changed our crest at Brentford just over a year ago. There was the apparent confusion of it looking like a wasp – it doesn’t. The way to see this is to look at a Bee and then realise that’s the creature on the badge. There was some regret from those of us who were admirers of the cluttered clipart from the previous design – not me though. I loved the simplicity and modern twist on a 70s classic. I ignored the sneers about it only having four legs on display be reminding myself that this was not uncommon whilst, if you look at the previous badge and start counting legs there were only four visible on that design.
Yet supporters now seem to have warmed to it. The worst we had to put up with at the time were some snotty headlines from the gutter press:
Brentford supporters left furious”. (Daily Mail)
“Are we the wasps now?” (Daily Mirror)
“Brentford’s new badge angers fans who claim traditional bee looks more like a wasp.” (The S*n)
These, the same publications that used the rest of that day’s front pages to all talk about the apparently ‘awkward’ moment when Cliff Richard appeared on TV’s The One Show despite being in the process of suing the BBC. Hardly yardsticks of relevance.
Yet I’ve never seen anything like happened yesterday. Fairplay to the supporters for reacting so fast. One can only wonder what the crack marketing team who put this together thought as the comments rolled in. When Aston Villa have the moral high ground then three’s something seriously wrong.
I can’t wait to see how this unwinds though.
Nick Bruzon
The best of the rest were led by Aston Villa …
BrentfordFC 
You are wrong. Old bee had four legs plus four appendages from head, two attenae, two legs; total , six legs, whatever you want to fake it.
Brian- sorry to say this but it’s YOU who are wrong. The old badge had a bee with four legs – count them – and, for some reason, four antennae on the head. 8 ‘appendages’ but that doesn’t mean 6 legs