The colour change was first proposed last month by the club’s Malaysian investors who wanted to increase the club’s visibility abroad.
Now the Championship club, traditionally known as ‘The Bluebirds’ has unveiled a new red kit design by Puma and a new crest carrying the tag line ‘Fire & Passion.’
Cardiff City FC was unable to confirm who was working on the repositioning and branding.
A statement issued by the club says, ‘Cardiff City Football Club will reactivate rebranding proposals with a view to exploiting and maximising its brand and commercial revenues in international markets, which is hoped in turn will bring success to the club locally, whilst also attracting new partners and investors.’
The move comes after the club’s Malaysian investors Tan Sri Vincent Tan and Dato Chan Tien Ghee pledged their future to the club.
Cardiff City chief executive Alan Whitely says, ‘The changes to the home kit and badge introduced as a consequence of the investment package, are designed to help the club to develop its brand and to allow it to expand its appeal to as wide and audience as possible.’
The colour red is ‘widely recognised as being synonymous with Welsh culture and heritage’ with Cardiff the ‘proud capital’ of the country says the club, which claims, ‘The colour also holds strong spiritual significance in Asia where it is seen as a symbol of prosperity power and good fortune.’
It is hoped that ‘a fusion of identities and values will reinforce our strength as a visual brand across both cultures,’ continues the club statement.