Stoke give update on new club crest plans as 5,000 fans reveal preferred design

Stoke give an update on new club crest plans with feedback from 5,000 fans on the preferred design with further consultation to follow.

Stoke City has been engaging with supporters on the possibility of updating their club crest, with the current version introduced its current badge in 2001.

They explore whether there’s an appetite for change, particularly as the 100th anniversary of their city coat of arms crest approaches in 2026.

Many fans have expressed a desire to incorporate elements of the club’s heritage, such as symbols tied to Stoke-on-Trent’s pottery industry or historical crests, to better reflect local identity.

The process has included discussions with the independent supporters’ panel, Stoke City Connect, and in-person sessions to gather detailed opinions.

While no final decision has been made, the club has emphasised that any potential change would be phased in gradually, starting with kits and digital platforms, to manage costs and maintain some continuity with the existing crest.

Supporters are split, with some valuing the current design’s association with the Premier League era, while others see it as lacking the depth of the club’s history.

The consultation remains open, with further updates expected as the club refines its plans.

Club crest consultation update

Initial findings, next steps and more

— Stoke City FC (@stokecity) April 11, 2025

Change it to this and call it a day lads pic.twitter.com/HGUBmU387V

— Wilshaw (@wilshaw02) February 17, 2025

CLUB STATEMENT:

Input collected from 5,000 fans

Design process underway

Further consultation to follow this summer

The second phase of Stoke City’s crest consultation has now concluded, with over 5,000 Potters having provided feedback to inform the design process.

The decision to explore the possibility of a new crest was ratified during the opening phase of the consultation by a margin of 81% to 19%.

Responses to the multitude of more detailed questions that followed indicated that – of the four previous club crests presented – the 1977 to 1992 version was comfortably the most popular, with the kiln and the Staffordshire Knot, both of which feature within that design, identified as clear frontrunners regarding favoured iconography.

The current badge came through as the least popular of the four.

Fans provided a clear preference for any new crest to be in the shape of a shield. Black, meanwhile, was by some distance the popular choice for a third colour as a minimalist complement to red and white.

‘Stoke City’ and ‘Stoke City FC’ were deemed considerably more popular than ‘SCFC’ as the means of identifying the Club in writing on a crest.

‘Vis Unita Fortior’ and ‘1863’ were deemed popular options for additional typography.

The feedback, which was collated from across Fan Assemblies, from supporters at the stadium on matchdays and via an in-depth survey online, will now inform the design process before initial concepts are shared with supporters for further discussion in the next phase of the consultation after the 24/25 season has come to an end.

Only once that feedback has been gathered will a finalised design be arrived upon and ultimately put to supporters, in competition to the current crest, for a final decision this summer.

Should supporters opt to change the crest, the new design will take effect from the start of the 2026/27 season, appearing at that point on kits, in selected in-stadium locations and across the Club’s presence online.

The rollout across the Club’s estate would take place on a phased basis over a number of subsequent years.

Chief Operating Officer Simon King said: “The first thing to say is a massive thank you to everybody that has been involved in the consultation process so far.

“It has been really encouraging that – with supporters of all ages and a split between Season Card holders and those who attend match-to-match all involved – there was real consistency among fans across the feedback they provided.

“This gives us great optimism that – come the end of the process – we will be able to provide an alternative option to the current crest that unites our fanbase, and something they can be proud to see representing the Club long into the future. The final decision will then be made by our supporters.”

Twitter users reacted as Stoke give update on new club crest plans as 5,000 fans reveal their preferred design…

@Eddmillo: The current badge being the least popular does surprise me

@foreverayellow: quite surprise by the current club crest being that well liked. judging by fans’ preference, it has to be the one Daniel Norris @DanKNorris designed

@LeahcimYellaw: Sort the football out first then we can talk about the crest.

@1863TTKK: How about trying to get a fucking squad together capable of playing for the badge first… COATES OUT!!

@MattBennett93: I can’t lie, I believe this to be a distraction from matters on the field. We’re chronically in a bad state because of poor management from up high and no badge change is going to help with that. Please reconsider this trivial issue and sort out the results on the pitch, please!

Here is my modernised version of the 89-92 badge, Clean, simple and encapsulates the city with iconic symbols and colour. feels Stoke City and right to me. pic.twitter.com/UWc0xJ4s3G

— Clarkey_neckend (@AndrewClar61193) February 24, 2025