Stoke City Football Club adopted a new club crest for the 2026/27 season, replacing the simplified red-and-white striped badge that had been in place since 2001. The new design is inspired by the crest the club used between 1977 and 1992, modernised for the present day. The club officially confirmed the new emblem in June 2026, ahead of the new season, with the rollout beginning at the bet365 Stadium and on the new home kit. [1] [2]
Design and History
The previous Stoke City crest, introduced in 2001, was a simplified design built around the club’s red and white stripes. [3] After 25 years, the club began a major review of the badge in 2025, consulting supporters through surveys, fan assemblies and the independent fan advisory committee Stoke City Connect. [3] Initial surveys found that 81 percent of fans were open to a change, and fan research pointed to the 1977-92 design as the clear favourite. [4] [3]
The club put the new crest to an independently hosted and validated vote, with supporters backing it by a majority of 68 percent to 32 percent. [5] The design agency Drummond Central led the creative work, drawing on the spirit of the 1977-92 design and modernising it for the seasons ahead. [3] The agency also built a full set of brand assets around the crest, including mono versions, a refreshed colour palette, usage guidelines and new brand icons. [3]
The new crest was installed at the bet365 Stadium in June 2026, with more than 400 instances of the old crest across the stadium and club facilities scheduled for phased updates. [1] [3]
Meaning and Symbolism
The new crest is a shield divided into quadrants featuring red and white stripes, the year of the club’s formation (1863), a kiln and a Staffordshire knot. [6] The pottery kiln nods to the pottery trade the region was built on, reflecting the city’s industrial heritage. [3] The Staffordshire knot is a traditional symbol of the county of Staffordshire. [7]
Stoke City owner and chair John Coates said the new crest showed the “history, traditions, work ethic and togetherness” of the club and the city. [1] The club’s motto, “Vis Unita Fortior” (United Strength is Stronger), also appears on the new third kit for 2026/27. [8]
Typography and Design
Drummond Central chose to retain Stoke’s distinctive shield shape rather than follow the trend toward circular badges seen across much of football. [3] The crest includes the club name and the date of formation, 1863, within the shield design. [6] Macron, the club’s kit manufacturer, described the crest as “inspired by the badge used between 1977 and 1992 and reinterpreted in a contemporary style.” [2]
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