Why is there a Viking in the middle?

It’s awful and should be scrapped ASAP

Remember the 'Warrior viking' shirt. Its up there with that.

That is sh*te

If this was a separate logo aimed at future kids events and exclusively on children's merch to coincide with the under 8s go free scheme when it's safe to return to stadiums whilst at the same time retaining the main club crest for everything else I could get on board with it.

But to replace such an iconic and historic crest with anything else is potentially disastrous.

I really can't get behind this and it would bring into question me purchasing any club merchandise whilst this seemingly new badge remains.

The players can’t even pretend they like it. It’s awful, what’s the thinking behind this?

If they use it solely for marketing reasons as you say (the warrior one in 97 was used for that) and the proper crest kept for the team (Liverpool do that) then fair enough.

I know I've already said that I don't like it (the design) & that won't change.

That being said, the club haven't had a chance to set out their positioning and we've all gone to town on it. That's probably unfair (too late on my part I know).

The badge is such an emotive subject tho and it's very, very shaky ground messing with it.

I believe that is the plan plus 2022 is our 150th year so then the Ancient & Loyal will be “brought back” to drive the marketing

If it ain't broke don't try to fix it

Hopefully. By all means stick it on some tshirts etc, but please don't use it on the kit.

It will i believe go on the shirt but A&L will remain as the “club badge”
I think this is how several football clubs utilise similar marketing tools??