Chris Heck, president of commercial operations at Aston Villa, remains confident the club’s crest project will be a success.
Villa have recalled their first attempt at changing their badge and are currently carrying out a second consultation with fans.
Herd said: “I am absolutely delighted with the response to the recent fan survey, in which 16,000 season ticket holders, members and those on the waiting list took the opportunity to have their say on the Crest investigation.
“This is one of the largest responses in the club’s history and such participation has naturally provided us with a wealth of information as we progress this important work.
”“As for next steps, we will now undertake a detailed review of the combined results of the 2022 consultation alongside this updated outlook for 2023.
Once this analysis is complete, we will aim to incorporate fan feed back as best we can, as well as the views of wider club stake solders, before publishing our new club crest later this season.
This unveiling will be part of a wider refresh of the club’s brand and kit, which we are currently spending much of our time on, ensuring the club is ready to take it to the next level in our 2024/25 season of the 150th anniversary.
“As a club we want to make sure our fans feel part of this overhaul process.
This is why I decided to share with you the summary of the results of the recent survey:
“16,000 validated surveys…” Supporters from our entire global base of season ticket holders, members and waitlists.
“Visually striking and recognizable… 60% believe the new emblem should be burgundy and blue, but it should also be visually striking and recognisable.
“How the shield design reflects our history… 52% of you strongly agree or agree that the shield design best reflects our heritage, while 20% have a neutral position.
“Building an image of our heritage… 68% felt it was of the utmost importance that the crest builds an image of our heritage as a traditional club.
“Our name represents… In total, 81% of you would like the name to be represented by Aston Villa FC or Aston Villa.
“The Lion faces to the left… As for the Lion Rampant, 47% would like to see it facing to the left and 30% would like to see it open in both directions.
“1874, a memorable year… 73% agree that 1874 should be included in the coat of arms design.
“Celebrating the 1982 European Cup… An overwhelming 85% want to ensure we incorporate our 1982 European Cup star into the design.
”“In addition, I am happy to announce that we have selected the five winners of our drawing.
Each of them will be contacted separately to receive their autographed home jersey.
“Finally, I would like to thank everyone who took the time to share their valuable feedback with us and I look forward to the next chapter of this historic club as we launch our 150th anniversary celebrations.
