LouCity FC stops production on merchandise with new crest following fan backlash

Published: Dec. 20, 2019 at 12:31 AM EST
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LOUISVILLE, Ky. (WAVE) – Three days after Louisville City FC unveiled its new crest production on the new merchandise has been stopped.

LouCity FC president Brad Estes released a statement Thursday that said in part, “To be blunt, our recent brand rollout has failed you.”

The decision was made after fans voiced their displeasure with the new crest.

PREVIOUS STORY: Louisville City FC unveils new crest, updated color scheme

“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,” the statement continued.

Mathew Ballard, who has done some design work, said he wasn’t impressed with the new crest after it was unveiled.

“When I first saw it, my immediate reaction, you know, from that perspective was like, ‘I don’t know about that,’” Ballard said.

Ballard and hundreds of other fans commented on various social media sites expressing their disappointment to the new design. Many of the comments mentioned their disappointment in the new crest using “LouCity FC” rather than “Louisville City FC.”

“The important part of the crest is the name of the city to a lot of people because that is part of the community and when they shortened it to Lou some people didn't care for that,” Glenn Grumm, The Louisville Coopers treasurer, said.

Estes said he recognizes they did not include the fans enough in the process.

“We did not include those of our supporters that are our lifeblood to our organization,” Estes said in an interview with Wave 3 News. “We should’ve seen that, and we should’ve been better about it. So, for me, there’s no better time to fix a problem than right away.”

On Thursday, Louisville City FC met with fans to talk about what they would like to see or would not like to see in a new crest.

“Sometimes one mistake, and that's what this is, let's just be blunt-- it's a mistake that we made,” Estes said. “But one mistake can sometimes erase a lot of good, and we want to make sure that this process is that positive that shows our fans that even though we released something that you didn't like, we listened, and we're going to take note going forward.”

Going forward, he said it will be an inclusive process, which the fans are thankful for.

“Ultimately it’s a business right,” Grumm said. “They’re trying to make money and to include supporters in that process is really amazing and it definitely makes you feel like more a part of the team.”

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