The Thai businessman, looking to put his own stamp on the Championship outfit as his one-year anniversary looms, personally hand-picked the new crest following lengthy discussions with supporters.
As a mark of respect to their heritage, the badge is almost identical to that used by the club in 1956, which was produced but never adorned on a first team strip. The design retains the club’s Latin motto ‘Consilio et Animis’ which translates to ‘By Wisdom and Courage’ and the white rose of Yorkshire is also represented with the club’s trademark Owl.
The crest will be phased in soon, around the club, and will go on next season’s shirts.
More than 1,000 people took part in a Star poll last night, with 68 per cent saying they liked the new crest.
Comments on The Star’s website were positive towards the news. Star reader ‘Walster’ wrote: Love it and a significant symbol of change. It’s great to be an Owl.” Another, ‘Gerimo’ wrote: “Great news, looks like a proper coat of arms as befits Sheffield’s first major football club, and still the best.”
And ‘GizOwl’ commented: “Personally of the two I like the one we have now but I bow to DC’s decison to make these changes as he sees fit, he’s earned the right in the way he’s gone about things so far.”
Meanwhile, online, views were largely positive, though not everyone was impressed.
Chappy tweeted: “Love it. Club moving forward with new owner things are just getting better.”
Gareth Hammond echoed those sentiments, saying: “Nice move. So much more character. Love it.”
Charles Ducksbury added: “Love the new Wednesday badge, or rather the old one! To be used from next season...”
Ian Wiles has also endorsed Chansiri’s decision and added: “Love the new #SWFC logo. History, white rose and a mean looking owl. A vintage emblem for a great old club.”
Glenn Poulton welcomes the fact it is a throwback to the 50s.
“It’s blue and white and it’s an owls. Plus it’s old school, love it!” he tweeted.
Some fans have expressed their unhapiness over the change.
swfc82 tweeted: “That is horrific. Please please please change this! Not much that DC has got wrong since he has come in but this is up there!”
Phil Dowie added: “I’m not that enthusiastic about the choice of crest, but I think DC has more than earned the right to make the decision.”
WarOfTheMonsterTruck has questioned the timing of the decision, saying: “Odd time to announce a new crest (coinciding with bi-centenary would been better) but as a lover of retro shirts etc I can’t complain.”
Chris Wright is not bothered by the move.
“All change,” he said. “Don’t see the fuss. It’s different that’s all. New chairman, team, crest hopefully new division next year.”
Chansiri, who will officially have been in charge a year on Friday, believes the badge change heralds a new beginning for the club.
“Since taking over, I have enjoyed many conversations on the crest with supporters across all age groups and it soon became clear that a new crest would be better received were it in keeping with our heritage,” he said. “Many hours, days and weeks were devoted to this project and I trust that our supporters will be as excited at the end result as I am.
“I look forward with great anticipation to the new crest becoming synonymous with my chairmanship of Sheffield Wednesday.”