Club owners Ehab and Assem Allam want to rebrand the club as Hull City Tigers, but the move has been greeted with anger and derision by many football fans.
Supporters' groups the Hull City Ulltras and Amber Nectar organised a march prior to the Cardiff City match on Saturday.
It followed comments by Dr Allam in The Guardian newspaper that he intends to press ahead with the rebrand.
Andy Dalton, editor of Amber Nectar fanzine, said: "A few turned up for the protest march on Saturday, but it was very last-minute and we will look for more planning in the future.
"Unless the club sees sense, we will carry on protesting.
"Looking at the fans' forums and speaking to people, the vast majority still think the rebranding is a stupid idea. The strength of feeling is still there."
In the article in the national newspaper, Dr Allam is quoted saying "Leave it to me; I am the businessman running the club – I cannot afford to run the club by fans' feeling."
The Allams say they will refer to and market the club as Hull City Tigers locally, and Hull Tigers nationally and internationally.
Vice-chairman Ehab Allam confirmed that although AFC will remain on the club badge for shirts this season, it will be removed thereafter.
He says any possible further amendments to the club badge will be consulted upon with fans, but stressed the club's current identity change was being made for business reasons.
A poll on the Mail's website attracted almost 3,700 votes, with 78 per cent in favour of keeping Hull City AFC.
