Fury over Team GB’s ‘diverse’ pink & purple Union Jack as fans say flag has been ‘butchered’ amid ‘woke’ footy rebrand

SPORTS fans hit out after Team GB’s Union Jack turned pink and purple.

Anger at the flag’s “diverse design” update follows a similar row over the St George’s Cross on England’s football shirt.

Sports fans hit out after Team GB’s Union Jack turned pink and purple

Twitter/ThisAway

The flag has a ‘diverse design system’ used in a dizzying rebrand incorporating pink and purple[/caption]

Marc Aspland/Times Newspapers Ltd

Tom Daley proud in red, white and blue for Team GB in 2020[/caption]

Last night Three Lions legend Peter Shilton said: “Nothing is sacred.”

Designers for Team GB updated the Union Jack after deeming its iconic red, white and blue colours were “not unique”.

Instead, a “diverse design system” was used in a dizzying rebrand incorporating pink and purple — as well as meaningless squiggles resembling a non-English script.

The changed emblem is on “Supporters Flags” selling for £12 on the Team GB shop ahead of this year’s Paris Olympics.

Last night Malcolm Farrow, president of the Flag Institute, a UK flag promotion charity established in 1971, said: “I don’t approve of our national symbol of unity being defaced.

‘Serious consequences’

“People have every right to be upset with Team GB. They need to remember brave men fought for this flag and died while protecting it. Changing it is bordering on an insult to them.

“To do something like this in places like India, Greece or Turkey would have serious consequences.”

He added “Designs to commemorate special events like previous Olympics have put an approved badge in the centre and kept the flag the same. This is just a marketing gimmick.”

Former England goalkeeper Peter Shilton CBE, 74, told The Sun: “I’m totally against any change to our national flag.

“It feels that nothing is held sacred these days in the UK.

“Our national flag has been symbolic for many years and should never be changed.”

Fans first spotted the design at the World Aquatic Championships in Qatar.

It came after the British Olympic Association enlisted Bath-based design agency Thisaway to come up with ideas to appeal to “younger audiences” and increase interest outside the four-yearly Games.

The creators wrote on their website: “As with many sport brands, colour was a point of contention.

“Obviously red, white and blue is synonymous with Great Britain, but it’s far from unique, with nations such as France and USA also sporting the same colours.

“We needed to find a way of refreshing Team GB’s colour palette in a way that is both flexible and ownable.

“Rather than trying to look beyond the traditional colours, we decided to embrace them and push the iconic red, white and blue as far as we could.” The changed emblem also appears on £13 bunting, as well as merchandise including water ­bottles and towels.

‘Ulterior motive?’

It is described as “Union Jack red, white and blue” — with pink as an extreme variation of red. The flag description adds: “Parade your pride for our country and the hard working athletes by displaying in any bedroom or flagpole. Create a show stopper, fit for any fan.”

The red was previously taken out of designs on the London 2012 kit, but restored for Rio 2016 and at Tokyo 2020, where it was worn with pride by diver Tom Daley. Critics said previous alterations were artistic decisions, while the latest changes are laced with “agenda politics”.

Getty

Tom and team-mates in Qatar when fans spotted the ‘rebranded’ flag[/caption]

Team GB

The changed emblem is on ‘Supporters Flags’ selling for £12 on the Team GB shop ahead of this year’s Paris Olympics[/caption]

The changed emblem also appears on £13 bunting, as well as merchandise including water ­bottles and towelsTeam GB

The controversial merchandise is on sale now

On Facebook, Steve Waller asked: “Is there an ulterior motive with these slight changes all the time? Is it all part of a big plan to phase out our traditional colours, or am I just being too cynical?”

Wayne Brigginshaw wrote: “I don’t think any other country would accept it, especially the American Stars and Stripes.”

Gary Singleton, of Worthing, West Sussex, commented: “Nothing wrong with Union Jack, it is very distinctive.” Stephen Searle added: “Let’s be proud to be British and use our flag.”

The online shop still sells tradition Union Jacks but they are not branded “Team GB”. And it is expected to remain the official flag for the upcoming games.

Team GB said they had received “very positive public feedback”.

They added: “Rest assured the Union Flag will feature proudly on the team kit for Paris, as it always does. This image doesn’t replace the Union Flag, which we will wear with pride later this summer.”