Stoke City have announced that a new club crest will be introduced from the 2026/27 season following a fan vote.
Supporters opted for a redesigned identity inspired by the badge used between 1977 and 1992, updated with a modern interpretation. The result saw 68 percent vote in favour of the change, with 32 percent preferring to retain the current version.
The decision came at the conclusion of a consultation process that included surveys, fan assemblies, and ongoing discussions with the independent advisory body, Stoke City Connect. To ensure transparency, the vote was hosted and validated by sports industry specialists Two Circles.
The updated crest will first appear on the 2026/27 home, away, and third shirts. It will also be visible across official digital platforms and within key areas of the bet365 Stadium from the start of the campaign. The transition will continue gradually over subsequent seasons until the new look is fully adopted across all club assets.
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.”
