THERE was tension in the air at Whaddon Road last night, but rather than on the pitch it emanated from the club's Premier Suite bar.

Associate director Simon Masding and marketing expert Martin McDonald discussed the direction in which the Robins intend to move, with disgruntled fans complaining that they have not been consulted over the club's new crest.

The rebranded logo will be unveiled on May 1 and Cheltenham will wear their new striped red and white home shirt for the final home match of the season against Accrington Stanley a week later.

But Masding and McDonald, who work for the club on a voluntary basis, were accused of forgetting existing fans as they attempt to attract more supporters and investors to the Abbey Business Stadium.

Masding described the new badge as 'impactful' as the town's coat of arms, which has been used on the team's shirts since 1992, is dispensed with.

A design company has come up with the new emblem free of charge, but supporters voiced their discontent over the way the club have gone about the choice of the crest.

Robins Trust chairman Clive Gowing fears fans are becoming alienated. He said: "You have forgotten about the existing fans and the club is starting to lose the family feel which is so important."

McDonald played down the significance of the badge change, describing it as symbolic of the start of a new era as the club bid to persuade businesses that it is worth investing in, rather than treating it as a 'charity.'

"The club has been driven into the ground commercially and we need to inspire people to come along."

Masding added: "It feels like sponsors are doing the club a favour by investing, but it shouldn't be like that. We should be giving them good value for their investment and we want to relaunch the club brand to a wider community."

Masding outlined the club's goals for the next four seasons, which included promotion to Coca-Cola League One next season followed by a credible challenge for the Championship by the 2012-13 campaign.

While accepting these aims exceed all expectations as the Robins currently struggle near the foot of League Two, Masding said it is important potential sponsors know where the club wants to be heading.

Other issues discussed including the Robins' traditional post-match song Happiness by Ken Dodd that was played after every home win, but has been discarded this season, much to the annoyance of some long-standing fans.

Masding said the song did not generate an appropriate atmosphere within the ground as the players left the field and he wants to move away from the idea of 'little old Cheltenham'.

There will be a club 'fan zone' on April 3 when Lincoln City are the visitors to Whaddon Road, with a events in the car park including fairground rides, dancing, a flight simulator and improved catering.

The new away kit will be picked by supporters' vote from a shortlist of three and the new design will be officially launched on July 1.