Stoke are set to launch a consultation about the future of the club badge to firstly establish if there is an “appetite for potential change” among the fanbase.
Stoke have been in discussions with the representative fan panel Stoke City Connect about reviewing its current crest, which was introduced in 2001. That will now be broadened to the wider fan base.
The first step will be sending out digital surveys and there will be in-person events further down the line. If there is a new crest, the ambition is for it to appear on the kit in time for the 2026/27 season.
The club said in a statement: “Our current crest will forever be positively associated with a successful period of Premier League football and, for many of our younger fans, it carries the weight of being all they’ve known.
“What it lacks, however, is symbolism relating to the heritage of our city and club, what it means to be a Stokie and what is synonymous with Stoke-on-Trent.
“Should the majority of fans be supportive of a change, the club envisages working towards prospective designs that chime with the tradition, history and identity of the city and club.”
It added: “Should a new crest be inaugurated, its rollout across the club’s estate would be phased. Although, from the date of the changeover, the new crest would appear on the club’s kits and digital channels, it would not be a case of a single sweep of immediate change across all areas in relation to physical signage. The old crest, in that circumstance, would continue to appear in some locations across the club’s venues for a period of years to come.”
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