United Soccer League Championship club Louisville City FC has abandoned its logo rebrand just four days after its launch following anger from supporters. Production of merchandise with the new crest has been halted.
The redesigned crest, which was unveiled on December 16, was timed to coincide with the team moving into its new 11,700-seat soccer stadium, Lynn Family Stadium. But the logo was met with widespread disapproval from fans.
“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,” said team president Brad Estes in a statement.
“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.”
Louisville City is launching a sister team in the National Women’s Soccer League in 2021.