Stoke City Football Club, founded in 1863 and one of the oldest teams in the world, has unveiled a new crest. It will be used starting from the 2026/27 season, gradually appearing on player kits, merchandise, and the infrastructure of the bet365 Stadium.
The decision to change the emblem was made together with the fans. The club held a vote in which 68 percent of participants supported the updated design. To take fan opinions into account, an independent group called Stoke City Connect was established, and consultations were conducted with the support of the agency Two Circles.
The new crest is based on the design Stoke City used from 1977 to 1992. Designers reworked it in a modern style while preserving historical accents. The upper part of the shield features a red background with the white inscription “Stoke City.” The club’s founding year, 1863, is highlighted in a separate block in the upper right section.
Symbols tied to Stoke-on-Trent’s history are central to the concept. In the upper left corner is the “Staffordshire knot,” the emblem of the county of Staffordshire. The lower section features an image of a pottery kiln, referencing the industry that has brought the city worldwide recognition. These details connect to the team’s nickname, “The Potters,” and link the club to the region’s craft tradition.
Red-and-white stripes, the historic colors of Stoke City, occupy a distinct place on the shield. A gold outline surrounds the crest, symbolizing the club’s ambitions and respect for its past. The design combines athletic dynamism, regional identity, and the traditions of English football.
The club’s management emphasizes that the new crest will serve as a symbol of the connection between the past and the future. Chief Operating Officer Simon King stated that the update reflects the club’s ambition for growth and desire to strengthen its identity. Claire Beardmore, a representative of the fan group Stoke City Connect, stressed that supporter participation played a decisive role in shaping the final version.
The new Stoke City logo unites the city’s symbolism, the club’s history, and a modern visual language.