What had he done at Leeds to get the job here?
Managing director Angus Kinnear said: "In the past year we have worked very hard as a club to re-engage fans and the wider community across Leeds.
"Once we heard that there was a desire for change to help herald a new era for club, it became of primary importance that the new crest clearly reflected who we are."
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[Edit] My favourite bit of that, is after proclaiming the depth of consultation and confidence and pride of the badge, when they u-turned he then told press the fans should trust them

"As we look at the feedback today I think it's clear that the consultation process that we embarked on, that we were very confident had delivered a result, wasn't extensive enough," Kinnear said.
"We need to reopen that consultation process very clearly and I think that is what I have come on here to say.
"But also that the fans should really trust us because we have been so impressed by the level of support they give us and the sense of unity that we have between the board and the supporters and players.