Cardiff City to Change Kit Colour Despite Opposition

June 6, 2012

Cardiff City FC have opted to change the club’s home kit from blue to red and replace the main bluebird image on the club’s crest with a dragon despite opposition from fans.

When plans first emerged to rebrand the club in such a significant way, Cardiff fans reacted angrily and signed a petition against the proposed changes.
However, Cardiff confirmed on Wednesday morning that they would be pressing ahead with the plans instigated by investors Tan Sri Vincent Tan and Dato Chan Tien Ghee and released a photo of the new kit and the new badge, which relegates the bluebird to the bottom.
In addition to the new kit, the club have announced plans to build a brand-new training ground, pay off the historical Langston debt, provide manager Malky Mackay with a substantial transfer kitty and explore the possibility of expanding the Cardiff City Stadium.
A statement read: “From the start of the 2012/12 season, Cardiff City’s primary home colour has been changed to red, while the squad will wear blue shirts as an away option. A third change kit will be shown here at a later date.
“Our investors have been impressed with the passion and commitment from Cardiff City supporters for their team and want to harness these strengths to create an affinity between the club and the cultures of Wales and Asia. With that in mind and as a part of the significant investment made to give the club the best chance of succeeding in this area, they believe very strongly that there is a need to make some radical, but important changes to our brand.
“Key to the strategy is to ensure that the club representing as it does the capital city of Wales projects a national identity which will resonate with potential audiences abroad.
“The colour red is widely recognised as being synonymous with Welsh culture and heritage, with Cardiff the proud capital of the country. The colour also holds strong spiritual significance in Asia, where it is seen as a symbol of prosperity, power and good fortune.
“It is believed that this fusion of identities and values will reinforce our strength as a visual brand across both cultures. As outlined in the club statement, Cardiff City, through our investors strong connections will be exploring ways in which to maximise brand awareness of the club across Asia, thereby delivering local success.”
Cardiff say that the change in kit comes as part of a “major and significant” investment in the club which will help alleviate financial troubles.
The club said: “As part of this commitment, funds have been earmarked to finally resolve the historical Langston debt issue which for so long has cast a dark cloud over the club and its future. Negotiations have been continuing and a final offer has been made to those representing Langston and Sam Hammam which we believe is both fair and reasonable.
“Whilst not yet concluded, we hope that both Langston and Sam will react positively and favourably to allow this long running and distracting saga to be finally closed which will be to everyone’s benefit. We know that Sam has always expressed his passion for this club and has said that he will always be a lifelong friend of Cardiff City. We hope that this sentiment will shine through accordingly and look forward to welcoming him at our ground as a guest of honour in the near future.”

Cardiff City FC have opted to change the club’s home kit from blue to red and replace the main bluebird image on the club’s crest with a dragon despite opposition from fans.

When plans first emerged to rebrand the club in such a significant way, Cardiff fans reacted angrily and signed a petition against the proposed changes.

However, Cardiff confirmed on Wednesday morning that they would be pressing ahead with the plans instigated by investors Tan Sri Vincent Tan and Dato Chan Tien Ghee and released a photo of the new kit and the new badge, which relegates the bluebird to the bottom

In addition to the new kit, the club have announced plans to build a brand-new training ground, pay off the historical Langston debt, provide manager Malky Mackay with a substantial transfer kitty and explore the possibility of expanding the Cardiff City Stadium.

 statement read: “From the start of the 2012/12 season, Cardiff City’s primary home colour has been changed to red, while the squad will wear blue shirts as an away option. A third change kit will be shown here at a later date.

“Our investors have been impressed with the passion and commitment from Cardiff City supporters for their team and want to harness these strengths to create an affinity between the club and the cultures of Wales and Asia. With that in mind and as a part of the significant investment made to give the club the best chance of succeeding in this area, they believe very strongly that there is a need to make some radical, but important changes to our brand.

“Key to the strategy is to ensure that the club representing as it does the capital city of Wales projects a national identity which will resonate with potential audiences abroad.”The colour red is widely recognised as being synonymous with Welsh culture and heritage, with Cardiff the proud capital of the country. The colour also holds strong spiritual significance in Asia, where it is seen as a symbol of prosperity, power and good fortune.

“It is believed that this fusion of identities and values will reinforce our strength as a visual brand across both cultures. As outlined in the club statement, Cardiff City, through our investors strong connections will be exploring ways in which to maximise brand awareness of the club across Asia, thereby delivering local success.”

Cardiff say that the change in kit comes as part of a “major and significant” investment in the club which will help alleviate financial troubles.

The club said: “As part of this commitment, funds have been earmarked to finally resolve the historical Langston debt issue which for so long has cast a dark cloud over the club and its future. Negotiations have been continuing and a final offer has been made to those representing Langston and Sam Hammam which we believe is both fair and reasonable.

“Whilst not yet concluded, we hope that both Langston and Sam will react positively and favourably to allow this long running and distracting saga to be finally closed which will be to everyone’s benefit. We know that Sam has always expressed his passion for this club and has said that he will always be a lifelong friend of Cardiff City. We hope that this sentiment will shine through accordingly and look forward to welcoming him at our ground as a guest of honour in the near future.”