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A pro soccer team changed its brand and crest, and fans hated it. So, for once, the club listened to the fans.

For The Win logo For The Win 12/19/2019 Nate Scott
a black sign with white text © Provided by For The Win

Louisville City FC, a pro soccer team in the United States’ USL, has abandoned plans for a re-brand and halted production of merchandise, following fan anger over the changing of the team’s crest.

“To be blunt, our recent brand rollout has failed you,” said team owner Brad Estes. “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.”

It’s a stunning reversal, and I’ll admit: One that’s a bit heartening to see. Too many pro sports teams in this country are dismissive of their fans when it comes to team branding and identity. Too many pro sports teams are dismissive of their fans, entirely.

Louisville City FC has every right to re-brand or change their crest as they see fit, but if they want their supporters to buy in, they need to make them feel like a part of the process. Otherwise, to the fans, it just feels like you’re changing their history and pulling the rug out from under the them.

I’m sure Estes is going to lose some money in halting production on the new crest and going back to the drawing board, but I’d argue he’s more than making up for it in earning good will with his most passionate supporters. They now feel like more of a part of the club, and I’m guessing would be much more willing to spend their money with the club because of it.

Here’s Estes’ full statement:

Fans were delighted with the decision, too:

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Here is the new crest:

a black sign with white text © Provided by For The Win

Via Louisville City FC

It should be noted, this isn’t the first time this club has abandoned a logo following public outrage.


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