The new badge is objectively shit: pale yellow on light blue, objectively shit; drop shadow, objectively shit; off-centre lion position, objectively shit.
If this design turns out to be the actual badge as it seems, Heck - the supposed branding expert - can't be forgiven for that. This won't be one of those "the fans might not like it, but it's beneficial to the club" things, because it's objectively an incredibly shit design that will harm our branding when we seem set to reach the biggest international stage for the first time in a generation.