Last night, Juventus unveiled a new logo after they decided that one of the finest and most commonly recognised crests in world football was not good for international marketing purposes.
Now, that's their decision and we're sure they had many good reasons for taking that stance, but the outpouring of love for the old Juve logo disguised in the form of outrage at the unveiling of the new logo suggests we're not alone in thinking it was a bonehead move.
The first error they made was calling it a 'logo', as this fully justified the complaints that it was soulless. Football clubs have football crests, or badges, but that actually is a logo. Like a dating app or modern coffee shop, it's just the first letter of the club's name in two different styles.
This upset us, and many football fans, as it is further evidence that we have to accept where football is going, a place where business sense trumps sentimentality.
Many teams have already altered their crests, and some of them are grand, such as Leeds, or many of the League Of Ireland badges which we have omitted from this list because the supporters of Irish teams need absolutely no more talk of rebranding. We don't have a problem with 'modernising' a badge and making it feel less dated, but there has to be some sort of nod to the club's history, rather than just a letter.
There are some clubs that we are praying stay true to their roots and we've singled out 12 logos that we would despair to see ditched for a typeface, but be sure to get in touch and let us know of any that would be a major deal breaker for you.
Borussia Dortmund
Simple. Yellow. Different.
Yes that's a Wayne's World reference but it's also true, the Dortmund crest is a gem and while people may not know what BVB stands for, they can bloody well find out.
AS Roma
It has been modernised with the addition of 'AS ROMA' as opposed to just 'ASR', but that's as far as we're willing to let it go. It is a depiction of the story of Romilus and Remus, two brothers who were abandoned and raised by a wolf, one of the defining stories of Rome. There's history there.
Newcastle United
Modelled on the city's coat of arms, those glorious seahorses are in real danger of being 'rebranded' but we hope they stay, as random as they may be.
Sampdoria
Italian football may as well have a wake held for it if Samp ditch the pipe smoking fella in favour of a big 'S'.
FC Koln
Take a perfectly good logo, and stick a goat on top of it. That's how it becomes a crest.
Ajax
Iconic and instantly recognisable, a change of crest for a team with as much history as Ajax Amsterdam would cause one hell of a backlash. Surely safe from the digital age for the foreseeable future.
Palermo
An absolutely awesome logo that's as much GTA Vice City as it is Serie A, the Italian clubs really do have some cracking crests, but here we were thinking Juventus had absolutely no need to change theirs.
Real Sociedad
Probably the least likely to be changed on this list such is the club's value of tradition, the Real Sociedad logo is typically Basque and needs no alteration.
AC Milan
Again, if it happened to Juve...
As iconic as it is, it actually doesn't say MILAN anywhere on it, so how are people supposed to know!? Don't even think about changing it.
Southampton
One of the more pleasant Premier League logos, a tree, a scarf, and a football with a halo is just the right mix for the Saints.
Was updated seamlessly from the job we all stuck into many a Premier League sticker book album in the 90s, so hopefully it's future proof for a good while yet.
