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Fan Letters: RR reader Matthew’s designed a new SAFC badge – what do you reckon?

Is it time SAFC had a rebrand? Plus, Dan Neil... how good?!

Dear Roker Report,

Last week I read a fan letter on Roker Report talking about the club’s brand and how people think the ship badge should be revived and long story short... I agree. This very idea has been on my mind for a while now and has been since we were in the Premier League. The club needs a refresh in branding and needs to move forwards into the modern era of football, however, I’ve never felt the time to change the brand for the club has been right.

In recent times Man City, Wolves, PSG, RB Leipzig, Juventus and West Ham to name a few have had a brand refresh and it’s a trend which hasn’t gone unnoticed by myself as being a huge football fan and a designer by trade, it sticks out like a sore thumb. These new brands reflect the beginning of new eras at said clubs and now I think the timing is finally right for Sunderland to do the same. Whether the rebranding of club crests is just a fancy trend or something much deeper rooted in the game I don’t know but for Sunderland, it’s time for a change of identity off the pitch to reflect the performances and change on it.

Since a contributor to Roker Report laid down the juicy challenge for someone out there to create something I couldn’t resist having a go myself and having found myself stuck in the house on a pretty miserable Sunday afternoon I spent an hour or two creating something. What I’ve done may be s*** and not what anyone needs/wants but I’d like to share it to scratch the itch that’s been in my head for years.

Matthew Wilson

Ed’s Note [Martin]: Thanks for the email Matthew and for the time spent on the badge – it’s certainly a nice evolution of the old badge and incorporates elements of the new! Will be interesting to get readers’ opinions on it. On your wider point, I wholeheartedly agree about it being time for a rebrand. The current crest is pretty vanilla, and bar a handful of seasons has been linked to relative failure. If this is the new era we hope it is, a new visual identity wouldn’t go amiss.

Dear Roker Report,

Can we take a minute to just talk about how brilliant Dan Neil is, please?

Jack Shelley

Ed’s Note [Martin]: He’s superb. Absolutely class. On performances so far this season he’s the best midfielder we’ve had since we were in the Premier League. I just hope we can get him on a new long-term deal and build the team around him. He’s a future SAFC captain in the making, and wouldn’t it be tremendous to see a player like him help lead us back up the divisions?

Sunderland v Wigan Athletic - Sky Bet League One
Dan Neil: how good?
Photo by Ian Horrocks/Sunderland AFC via Getty Images

Dear Roker Report,

Those that wanted Johnson Out in the summer have gone quiet.

As have those calling KLD a fraud / Donald’s puppet.

Not looking for a point-scoring exercise, but would it be so hard for these people to step forward and give credit where it’s due?

Craig Waldron

Ed’s Note [Martin]: People will have had their own reasons for voicing discontent in the summer, after the past few seasons, and the end to last seson, not to mention the false promises of eras gone by, some pessimism was understandable. Ultimately every true supporter wants us to win every game and regardless of how people perceived the summer activity we’re all surely very happy with the start to the season that we’ve made.


This young and dynamic Sunderland team is one we can all be proud of!


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