Hastings United have unveiled a brand new club badge to underline their pride, passion and purpose when football returns.
The Arrows officially discarded their old badge featuring the town's coast of arms on Monday in favour a striking single roaring lion to better represent their culture and intentions.
Officials at the Pilot Field say the Sussex club's unique identity was always in question commercially using the old design which also left them vulnerable on copyright issues.
The Arrows were top of the Isthmian League's South East Division when the season was abandoned. According to CEO Billy Wood, the switch signals their intentions to raise awareness of the club and boost marketing activity, both locally and throughout football.
PRIDE.PASSION.PURPOSE
The new look for a UNITED club
Read More: https://t.co/EUWnZS1yM1 pic.twitter.com/YXiXGMIQDx
— Hastings United FC (@hastingsufc) May 3, 2020
Wood told fans in club statement: “This is a big day in the history of Hastings United, something we all have been working towards, a decision and move not taken lightly, but one that was necessary to grow our club in the manner it deserves.
“When we analysed what we needed to do, we grasped the feeling among the town and supporters as of late. We believe that for the first time in a long time the unique sense of pride, passion and purpose across the board, staff, volunteers, management, coaches, players and supporters is overwhelming and we wanted a badge that represented that.
“The concept was determined from looking at the coat of arms and saying what do the three lions represent to us? We broke it down as supporters, staff and players, with the sense of unity that lifts up this place on match days we wanted to show all those elements uniting to create ONE.
“That one powerful image is our message to our community, our message that together we are stronger and together we will take this club onwards and upwards. As far as HUFC are concerned it's about three things… pride, passion and purpose.”
Many football tipsters were already backing the Arrows to bounce back on the pitch next season, whenever it does kick off.
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Images courtesy of The Non-League Paper & @hastingsufc/Twitter
