Leeds United managing director Angus Kinnear has claimed that the Championship outfit's new badge can become 'a powerful symbol which unites the club'.

On Wednesday morning, Leeds revealed the new design for the club's new crest, and the majority of responses on social media have criticised the move.

However, while accepting that the change will not please everyone, Kinnear has suggested that the club remain pleased with the updated emblem.

Kinnear told talkSPORT: "It's what is known to all Leeds United fans as the 'Leeds salute'. The 'Leeds salute' is something that has been with the club for decades - fans do it, players do it and it's becomes a powerful symbol between the fans, the club and the players.

"The consultation process has been a long one. In total we've spoken to over 10,000 fans and that's been international fans, domestic fans, ex-players, members of our academy and their parents, and they have all really agreed with the sentiment to put the fans at the centre of our identity, to make Leeds stand out.

"What we do accept is when you make a change like this, you're going to certainly divide fan opinion. Ultimately the badge of the team grows with a team and it's something people get used to and learn to love as the team perform. We want this to be the badge the team wear in their first season back in the Premier League, and it's going to be that journey that will help everyone adopt it."

Leeds currently sit in 10th place in the second-tier standings.