Stoke City will have a new Club Crest from the 26/27 season after the Club’s fans voted in favour of change.
Inspired by the badge of 77-92 by popular demand, with a modernised take on the design, the new identity was ratified by a majority of 68% to 32%.
The vote, which was independently hosted and validated by sports industry data experts Two Circles, represented the final stage of an exhaustive consultation process which included surveys, fan assemblies and regular dialogue with the independent fan advisory committee, Stoke City Connect.
The rollout of the new crest will commence with the launch of the 26/27 shirts, as well as across the Club’s digital channels and selected high-profile locations at the bet365 Stadium, next summer. It will then continue, phased over several seasons, moving forward.
New Stoke City Club Crest from 26/27 confirmed.
New Stoke City Club Crest from 26/27 confirmed.
New Stoke City Club Crest from 26/27 confirmed.
New Stoke City Club Crest from 26/27 confirmed.
New Stoke City Club Crest from 26/27 confirmed.
New Stoke City Club Crest from 26/27 confirmed.
New Stoke City Club Crest from 26/27 confirmed.
New Stoke City Club Crest from 26/27 confirmed.
New Stoke City Club Crest from 26/27 confirmed.
Chief Operating Officer Simon King said: “The crest is an integral part of the Club’s heritage and this will, therefore, go down as an historic moment for Stoke City.
“Our approach from the outset has been to put our fans at the heart of the process, allowing them to form an identity that truly represents them.
“Every supporter that has engaged, as well as those who have quietly put their faith in the Club, all have our sincere thanks.
“A huge amount of hard work has gone into bringing the project to this point, from within the Club, from our design agency Drummond Central and from Stoke City Connect whose check, challenge and guidance has been invaluable.
“We are also grateful to the FA and EFL for their guidance around the process to ensure that we comply with the relevant regulations around this change.
“The end result is something that represents the history and tradition our supporters are proud of, and for which Stoke-on-Trent is renowned, and I believe that’s the best place to be.
“We are looking forward to our new crest becoming an integral part of the identity of our club from the 26/27 season and for many years to come.”
Stoke City Connect Chair, Clare Beardmore, added: “The Club engaged with Connect from start to finish. Supporters’ voices were heard and acted upon, and a well-defined process was followed throughout.
“We are, of course, aware that no new design could ever please everybody. The aspiration was always for the Club to produce something that gained approval from the majority.
“With supporters having been asked for their opinions on what features should be included, and with the wishes of the majority incorporated as much as possible, we know the crest seeks to be representative of our Club and our City.”