The new Leeds United badge and petition The club claims that that more than six months of research went into its new logo, including consultations with 10,000 supporters. It described the finished ...

He wanted something that was more of a logo, something more easily ... Whichever colour you pick, dark blue or silver, the badge is still obviously Leeds United. It doesn’t matter.” ...

England's premier league updated its own lion logo last year with a significantly simplified version. The new visual identity was presented as representative of a "new era" for Leeds United.