Aston Villa CEO Herd is certain that the club crest proposal is dead.

Aston Villa president of business operations Chris Heck remains confident getting their club crest project right.

Villa have recalled their first attempt to change the badge and are undergoing a second consultation with fans.

Herd said: “I am absolutely thrilled at the uptake of the recent fan consultation, with 16,000 Season Ticket Holders, Members and those on the Waiting List taking the opportunity to contribute their views via the Crest Survey.

“This is one of the largest responses in club history, and such a huge turnout has naturally provided us with a wealth of insights as we move forward with this important piece of work.

“In terms of next steps, we will now undertake a detailed review of the combined outputs from the 2022 consultation, alongside this refreshed perspective from 2023. Once this analysis is complete, we will work to incorporate fan feedback, as best as we can, along with the views of wider club stakeholders, before sharing our new club crest later this season. This reveal will form part of a wider refresh of the club’s brand and kit, on which we are currently focussing a great deal of our time, so that the club is ready to go to the next level in our 150th anniversary season in 2024/25.

“As a club we are keen to ensure that our fans feel part of this re-design process, therefore I have taken the decision to share with you the summary of the results of the recent survey:

“16,000 validated surveys… “Supporters across our global base of Season Ticket Holders, Members and those on the Waiting List.

“Visually striking and recognisable… 60% believe that whilst the new crest should be claret and blue, it should also be visually striking and recognisable.

“How the shield design reflects our history… 52% of you strongly agreed or agreed that the shield shape design best reflects our heritage, with 20% holding a neutral point of view.

“Building a picture of our heritage… 68% felt that it is most important for the crest to build a picture of our heritage as a traditional club.

“Our name represented… A combined 81% of you would like to see the name represented as either Aston Villa FC or Aston Villa.

“Lion facing left… As for the Rampant Lion, 47% would like to see it facing to the left and 30% open to either direction.

“1874, a year to remember… 73% agree that 1874 should be included in the crest design.

“1982 European Cup celebration… An overwhelming 85% would like to ensure we incorporate our 1982 European Cup star into the design.

“Furthermore, I am delighted to share that we have selected the five winners of our prize draw, each of whom will be contacted separately in order to receive their signed home shirt.

“Last but not least, I would like to thank all of you who took the time to share your valuable opinions with us, and I am looking forward to the next chapter of this historic club as we kick off our 150th anniversary celebration. UTV!”