Stoke City ask fans to choose between retaining current crest or new 77-92 inspired design

Details of the newly designed crest 

Shield inspired by the shape and colour of the 1977-1992 crest.

Historic & traditional looking typeface bearing some familiarity with the existing crest.

1863 included following clear and strong feedback from fans, presented in gold on a red background; a colour scheme with a precedent in the 77-92 crest.

Kiln with a balance of intricacy and simplicity, white for synergy with 77-92 and closely resembling the version that proved popular on the 24/25 home kit.

Staffordshire Knot, white for synergy with 77-92 and with two tone detail added at crossover points.

What are fans voting for?

Fans are being asked to choose directly between the existing badge and the new crest designed by the Club.

Who can vote?

To ensure that the process is only available to bona fide Stoke City supporters, the vote will be open to fans with existing My Stoke accounts and/or transactional histories with the Club.

What information will fans need to provide when they vote?

To help retain the integrity of the process, to vote, supporters will be asked to provide their name and first line of address alongside casting their vote.

How to vote if you have received an email

The opportunity to vote has been circulated to all eligible, opted-in Potters by email. It will simply be a case of clicking through, completing the online form and casting your vote.

How to vote if you haven’t received an email from the Club

The Club is only able to email supporters who are opted-in to receiving communications.

If a supporter opts-in during the voting window via the Preferences tab here – so long as they have a transactional history with Stoke City – the Club will send a voting opportunity by email within two working days.

Please note that, while the Club will ensure that all such emails are sent, factors such as security settings and previous opt-outs at the supporter’s end can – upon occasion – cause for the communications not to deliver.

Supporters who are unable to vote online can do so in person at the counter of the Club’s bet365 Stadium retail store (open 10am-4pm Tuesday to Friday and 10am-6pm on Saturdays).

Fans who are unable to use, or require assistance with using, either of the methods above can email supporters@stokecityfc.com for assistance.

Hosting, counting and verifying of the vote

The survey will be independently hosted, counted and verified by leading sports industry data specialists, Two Circles.

What is the voting deadline?

Supporters have until 6pm on Saturday, August 2 – the day of the home pre-season fixture against Burnley – to cast their vote.

What process has been followed so far?

7th February 2025 – Club announced the consultation and invited all fans to register their interest in taking part.

27th February 2025 – phase 1 survey circulated to all registered fans, asking whether there was a desire to explore change.

7th March 2025 – phase 1 survey closed with 80% of circa 5,000 supporters stating a desire for change to be explored.

7th to 23rd March – 5,400 fans consulted via survey and in-person sessions regarding what they believed the future crest should look like.

16th/17th June – of the hundreds of variations created as part of the process, three initial design concepts (radical designs avoided due to the likelihood of polarising the fanbase) were presented to Stoke City Connect and via Fan Assembly, from which feedback was collected from supporters.

18th June to 17th July – feedback considered and implemented within an extensive and exhaustive final design process inclusive of regular dialogue with Stoke City Connect.

17th July – proposed crest presented via Fan Assembly for final feedback, receiving an overwhelmingly positive response.

24th July to 2 August – final vote between new and existing crests.

What our fans said in their feedback

Our current crest lacks local identity and there is a clear appetite for change.

The 1977-1992 crest was the favourite among our crests of the past. A new crest inspired by that of 77-92 was later clearly identified as the preferred route at the Fan Assemblies in mid-June.

Strong desire for red and white stripes, a kiln, a Staffordshire Knot and 1863 to be included.

A clear preference for a shield shape.

Black followed by gold are the preferred secondary colours.

‘Stoke City’ typography much preferred to ‘SCFC’ or ‘The Potters’.

Next steps following the conclusion of the vote

Following the closing of the vote at 6pm on Saturday, August 2, votes will be counted and verified by Two Circles and the Club will advise supporters of the result in due course.

If the majority of supporters vote in favour of the new crest, it will be adopted to appear on the Club’s shirts from the 26/27 season onwards, together with a phased rollout across the Club’s estate, both physical and online.

Message of thanks to supporters

Chief Operating Officer Simon King said: “We are massively grateful to Stoke City Connect, those that have attended our Fan Assemblies and everybody that has taken part in the crest consultation in any way so far.

“As a result, the crest we are putting to our fans today is something we’re hugely excited by and proud of.

“It’s a crest we believe carries a strong sense of heritage, balanced with a modernised design that – if supporters choose to adopt it – will provide Stoke City with a clear identity moving forward.

“Most importantly, it has been created entirely based on what was desired by our fans and is synonymous with the history and traditions of Stoke-on-Trent.”

Stoke City ask fans to choose between retaining current crest or a new 77-92 inspired design, this is the reaction on Twitter…

@Glynandrews: Horrific waste of money that no one asked for…… whatever you’re going to spend. Forget the badge and just give it to the community trust… 🔴⚪️

@adamsrt11: Nice idea to review this but did we even engage with any proven graphic designers or was this just a “job-experience” project? Hard to take this seriously, rather disappointingly!

@thorley_8: We did tell them at the consultations, the proposals were poo. But they won’t look at other designers.

@Sporting_Jim: Compared with our current one I’d say change. The new design has got our history incorporated into it both as a club and City and it’s not boring.

@m1665t3r: I can only assume that the club has no intention of changing the badge but more wants to show the representation that it does. There have been numerous online versions of better badges that represent what fans want that follow the clubs logic yet it comes up with this abomination

@liam_birks: It didn’t need changing, said it from the start, its the only thing we are recognised by since our prem years. And to swap it for that would be a travesty.

@notbarry1: Quickest no vote I’ve ever done new badge proposal looks like PES have tried to make a Brentford badge. Cheap and nasty. Stick to the barcode badge lads.

@pigeonman562: Better than the pile of shit we’ve got currently

@dcooke1989: Still have time to pull this vote and actually do any badge consultation proper with actual designers coming up with new ideas instead of just trying to bodge together whats most nostalgic for fans still stuck in the 80s

@ROBANDTHEMOB: Having attended the recent consultation, this exact point was raised by fans & countered by the club; the club has stated that they have engaged a design company, who have made progress to this stage. They will only entertain a vote for the new crest or to retain the existing one

A more detailed visual of my @stokecity badge pic.twitter.com/uHQziY6uGH

— Daniel Norris (@DanKNorris) June 18, 2025

A more detailed visual of my @stokecity badge – this time red on white. pic.twitter.com/76JUdKojfA

— Daniel Norris (@DanKNorris) June 20, 2025

Stoke badge mosaic #StokeCity pic.twitter.com/rBF9Uik4Wb

— Daniel Norris (@DanKNorris) June 21, 2025