Badge, Passion and Invention

A guest feature by Romsey Amber

"Humans are the species that invents symbols in which to invest passion and authority then forgets those symbols are inventions". - Joyce Carol Oates, writer (b. 16 Jun 1938)

It is fair to say the recent decision by the Club to consult 'stakeholders' on updating the badge has met with some resistance from fans much of it understandable although I am a book and ball man myself and no great advocate of our present badge. It might also be argued that fans are a naturally conservative lot particularly when it comes to changing core elements of the Club's identity but leading to me wonder if there was similar ill feeling or if there was much debate when we changed our name from Abbey to Cambridge United or changed the main colour of our shirt from white to black and amber.

One of the reasons put forward by the Club for changing the badge was to encourage an association with the University amongst the uninitiated and those new to Cambridge given the level of 'brand' recognition Cambridge University has globally. This resulted in one fan remarking to me in the Happy Habbin that the Club was nothing to do with the University prompting further thought and consideration of the age old Town v Gown question. We are fortunate to currently have a Chairman who is also a fan having grown up the proverbial stones throw from the Mighty Abbey Stadium. I am also an avowed Townie, having been in born in the Mill Rd Maternity Hospital, like many other fans. The Club, to my mind, has always been more Town than Gown arguably more so than Cambridge City given our location on the edge of the City amongst the working people that either worked for industries separate to the University or worked in jobs that simply serviced it. However, the divides that used to clearly separate the two have become increasingly blurred as traditional pastimes fade and the power and influence of the University grows thanks to the industries it has fostered centered around the science parks like IT and biotech. The city has expanded rapidly as a result swelled by those attracted by the employment opportunities Cambridge offers rather than natural growth. Anecdotally growing up in Romsey it was rare to see anyone wearing College branded clothing unless they were employed by the University and the children of academics in my school were rare, however the former is now a common sight and my Son who now goes to school in Romsey is in the minority in having a parent also born in Cambridge as most of the parents of his peers moved here for the jobs generated by the University.

We also have to accept that as the power and influence of the Premier League and the Champions League, soon to become a de facto European Super League, grows that many casual fans who primarily consume live football as a TV/internet entertainment product may support another big team as well as attending matches at the Abbey. Many of those who have settled in Cambridge may also support another team from back home wherever that may be but may still want to want live football locally. In such an environment the club then faces something of an existential crisis of which the badge debate is symbolic, should it continue to focus on its core Cambridge based support and arguably manage its decline as a result or strive to widen its supporter base amongst those who have come to Cambridge and encourage them to grow to love the U's as we do?