Pro soccer team Louisville City FC pulls plug on its new crest after fans bash the design


Louisville City FC was excited to unveil its new crest earlier this week. But before week’s end, production of merchandise with the new logo had come to a screeching halt. 

Unexpected uproar from the club’s fans over the new purple and black crest featuring three fleur-de-lis and a band of white stars — and none of the gold highlights that distinguished the previous crest — prompted team president Brad Estes to announce the club was reversing course. 

“You are the lifeblood of our organization, and we greatly appreciate each of you. We have worked hard over the years to develop and maintain strong bonds together without regard for group affiliation. 

“To be blunt, our recent brand rollout has failed you. We had the best intentions, but we lost sight of our responsibility to engage you in the process. We make no excuses; we simply commit to making it right. 

‪We have stopped production on merchandise with the new crest and have opened dialogue with supporter group leadership about how to improve our club’s branding and crest. This will be an inclusive process, and we will update you as more information is available.”

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