Cardiff City Rebranding: If You Tolerate This Then Your Club Will Be Next

First they take away your badge, then they move your stadium to a different town and rename your club.
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First they take away your badge, then they move your stadium to a different town and rename your club.


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Has there ever been a more disgusting attempt to erase a club’s history than with this moronic makeover? What is a club and its past if it’s not a collective notion. A notion built on years of association with a football ground, the scarves on the terraces, the shirts on the players’ backs. If you say Arsenal/Tottenham most people’s minds would immediately whizz through years of classic encounters between the reds and the whites. The colours mean something. The now redundant kissing of the badge used to mean something, too, but to actually take the badge, and its shirt, away means the square root of diddly squat.

For many supporters, these years of hideous moneyball have made us hold even tighter to the things that cannot be bought or torched. Arsenal fans were up in arms regarding their constantly expanding crest that seems to be growing to the size of a bull’s heart, but at least it’s still an Arsenal badge. It says, ‘Arsenal’. My team is Norwich City and even the abuse we get for our silly little bird and our garish colours makes us who we are. We love canaries in spite of our rivals’. We may not have money, but we do have our pride.

What have Cardiff fans got right now? Ninian Park is long gone, Swansea are in the top flight and now the entire religious iconography of the club has been amended in Indesign by an artistic buffoon given the brief to turn Cardiff City into Wales-lite. No amount of money in return should be traded to these despicable ends. Red teams are more successful apparently. Well, the big, red clubs are, yes, but I’m sure Wrexham would have something to say about this.

If you say Arsenal/Tottenham most people’s minds would immediately whizz through years of classic encounters between the reds and the whites. The colours mean something.

Of course, clubs have toyed with crests before, and have tinkered with colours, I believe Leeds have had a peacock, an owl and a smiley face, but they always played in white. In fact, they become known for their consistent changes. Cardiff City marching out in red seems to change the entire chi of football. It also raises the question of where do you draw the line? If Cardiff’s owners decided to change the kit colour and the name, would the club as we know it, cease to exist? Where is the vanishing point?

If a kit and a badge means so little to the owners – which is telling – then why do it? Is this is a sick joke, to gain press, like the ‘we’re retiring salad cream’ PR campaign from Heinz? I hope to god it is because this not just a giant single digit to Cardiff City’s supporters, this is a warning of the horrors that could befall any club at any point. Maybe all fans – home and away – should boycott Cardiff City next year, and make the owners aware of the power we still have. After all, Cardiff playing in red is an aberration, but playing in red against a see of empty seats is utterly meaningless.

Cardiff City: Better Red Than Dead

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