The passion felt by a football fan about their club's crest knows almost no limit.
It can represent the good times of cup glory and league triumphs, while serving as a reminder of tougher times where they stuck by their team.
So what happens when that crest is changed? Is history sacrificed at the altar of online marketing and a digital-first world?
Some fans of Peterborough United have this week been questioning their side's new crest, which was rolled out on Monday morning.
Posh follow in big footsteps. Among the most famous rebrands in modern football this millennia include Manchester City, Chelsea and Juventus.