Dundee United have revealed their new badge as part of a club-wide rebranding process.
United insist the alterations to their crest will help ‘modernise our brand to encourage ambitions of greater fan engagement across the world’.
While the design remains recognisable from their previous logo, Tannadice chiefs believe the changes will help to modernise the look and feel.
Alterations include a new font, a redrawn lion and a switching of the tangerine and white diamonds in the background.
And the United faithful were quick to have their say on Twitter.
Tidy👌🏿 https://t.co/HmUO1KP9Bq
— 𝕾𝕬𝕹𝕺𝕺𝕵🃏 (@King_Kong_83) June 20, 2022
Drawing from pop culture, one punter couldn’t help but see similarities from a famous scene in I’m Alan Partridge.
— Ross 🏴 (@rford_31) June 20, 2022
While the design drew a mixed reaction, largely due to its similarity with the old one, supporters were almost universally moved by the emotional video to promote it.
The video is class, good watch that
The badge, what’s the point? https://t.co/F2j03JG7RP
— Cambo (@Campbell6_2) June 20, 2022
One fan had ‘goosebumps’ as it told the story of United ahead of its rebrand.
Superb promotional video ! Goosebumps watching it. Realistically though I feel as if our badge has just gotten shiny 😂 https://t.co/yfUKouhsUz
— Billy mitchell (@thebillmitch94) June 20, 2022
That theme was echoed by Paul McNicoll, the co-host of the popular Dode Fox Podcast.
These videos get me everytime. 🥺
— McNicoll (@TheBoyMcNicoll) June 20, 2022
While the attempt to ‘modernise’ was acknowledged by many, whether it was ‘worth the hype’ was up for debate after the change was teased from Sunday night.
Really doesn’t feel it was worth all the hype. Slightly modernised. Hopefully something more specific for the fifty year anniversary, but, honestly? Meh. https://t.co/1Y65wVwPy3
— 💜🖤 luke ray di marco campbell 📚🥊 (@chainuptheswing) June 20, 2022
As part of what Dundee United describe as ‘brand regeneration’, the Community Trust, women’s team, academy and in-house club media DUTV are among the other aspects of the business that will also have new badges.
‘United In Pursuit’ has also been launched as a new slogan, with United stating: “This is rooted in the club’s values — united in everything we do. It draws focus on the community spirit that the club champions.”
In addition to a new look, the Terrors will soon have a new manager.
Jack Ross will be named as successor to Tam Courts within the next 24 to 48 hours.
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