Liverpool crest tinker teaches Dunkin Donuts a lesson about the inherent risks of flippant rebranding

In this era when clubs are “global brands”, some of them are all too willing to throw away their history in order to make their crests easier to read on a mobile device, or more appealing to fans in Kuala Lumpur.

Not Liverpool, however. Few clubs are as proud of their past. And the designs on their logo are there for a reason, not because some brand consultants in an office where everyone sits on beanbag chairs drinking chai lattes thought it’d look awesome to have a purple unicorn trapping a ball under a hoof. Because soccer is like a fairytale, yah?

Consequently, if there’s one club crest you don’t want to mess with, it’s Liverpool’s. And if there’s one thing you absolutely don’t want to do, it’s replace the eternal flames commemorating the deaths of 96 people in the Hillsborough disaster with milkshakes.

Nor, if we’re being honest, is it a smart ploy to substitute the famous and powerful line from the Kop’s beloved anthem, “You’ll Never Walk Alone,”, with the slogan “America Runs on Dunkin’.”

Last year, Liverpool signed a lucrative deal to make Dunkin’ their “official coffee, tea and bakery provider.” Because stamina-based competitive team sports and Frosted Strawberry Dream Donuts go so well together.

By now, it won’t shock you to learn that as the piece de resistance in the fast-food joint’s reimagining of Liverpool’s crest, the image of the Shankly Gates, Anfield’s elegant tribute to the managerial great, have been replaced by a coffee and some doughnuts.

It will not surprise you to learn that Dunkin’ Donuts’ planned “tweet us what you’d want on your own personal crest” promotion, like their breakfast sandwiches, quickly became toast.

“We apologize for any insensitivity regarding our tweet supporting an LFC-themed promotion featuring the LFC crest. As a proud partner of LFC, we did not intend any offense, particularly to the club’s supporters. We have removed the tweet and halted the campaign immediately,” the Massachusetts-based purveyors of ring-shaped sugary treats said in a statement to the Liverpool Echo.

How about this for a crest design concept: some hapless, soccer-ignorant intern at a New England PR firm getting fired.


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