Everton fans have reacted with anger over the club's decision to redesign the Premier League side's crest.
Fans quickly set up a a petition to complain to the Goodison Park chiefs, with thousands signing up within hours .
As of Tuesday morning over 20,000 supporters of the club had added their names to the petition asking the club to scrap their new "modern and dynamic" crest - and the numbers are still rising.
The new crest has abandoned two features of the 1938 design by club secretary Theo Kelly.
No longer to be seen are the two laurel wreaths that represent the Olympian sign of success or the club's Latin motto "Nil Satis Nisi Optimum" (nothing but the best is good enough).
The fans' petition reads: "Keep the wreaths and motto of Everton Football Club, don't change the badge.
"This will not only be an embarrassing crest to represent the club but it will also make the club lose money on merchandise, due to no one wanting to buy any merchandise with that awful crest printed on to it."
Everton said a new crest was needed because the previous one was "frequently misrepresented (and) has become increasingly difficult to reproduce in the digital age and often suffers from having key elements removed such as those 'outside of the shield' – namely 'Everton', '1878' and 'Nil Satis Nisi Optimum'.
"It has also proven complex to replicate accurately on a number of retail ranges and other materials, resulting in a myriad of different colours and designs," the statement read.
"Its simplified nature means it can be reproduced more effectively in the digital and retail arenas."
Football website Who Ate All The Pies had a different take on it, running a piece called "S*** Lookalikes: Everton's New Crest and Bilbo Baggins' House", illustrated with a brilliant image along these lines:
UPDATE - Everton have responded to the criticism of the new logo and promised a new design made in consultation with fans from 2014/15.
It has been a full-on weekend for many Evertonians and undeniably you have spoken to us loudly and clearly. We have listened. Several meetings and countless discussions have taken place. And, we have reached a decision; a decision that starts with an apology.
We are sorry.
It is clear that you wanted to be involved in the selection of our new Club Crest. We agree with you and we are sorry we spoiled so many weekends. We regret we didn't ask every Evertonian about something that matters so much to every one of you.
It is also clear that whilst the Fans' Forum is an excellent and effective group of representative fans, they faced too big a burden speaking for the entire fan-base on something so significant. It is only right that we thank them for their impartial and valuable contribution.