Stoke City have been consulting with thousands of supporters about a possible change to the club crest

 

Stoke City Football Club has recently made headlines by unveiling a potential new club badge, which is set to be put to a referendum for fans to vote on. This significant move comes as part of the club’s ongoing efforts to engage with its supporters and modernize its brand while respecting its rich history. As of July 24, 2025, the announcement has sparked considerable excitement and debate among the fanbase, with many eager to express their opinions on the proposed designs.

Background on Stoke City’s Current Badge
Stoke City, founded in 1863, is one of the oldest football clubs in the world. The club’s current badge, which features a traditional design with the iconic Potters’ motif, has been in use for several years. However, as football evolves, so too do the expectations of fans regarding club branding. The current badge has faced criticism for being outdated and not fully representing the club’s identity in the modern game.

In recent years, Stoke City has been proactive in seeking feedback from its supporters on various aspects of club operations, including merchandise, matchday experiences, and now, the club badge. The decision to explore a new badge reflects a desire to create a more contemporary image while still honoring the club’s heritage.

The Process of Badge Redesign
The process of redesigning a club badge is not taken lightly, especially for a club with such a storied history. Stoke City has engaged with professional designers to create several potential new badge options that reflect the club’s values, history, and aspirations. The club has emphasized the importance of fan involvement in this process, recognizing that the badge is a symbol of identity for supporters.

To facilitate this engagement, Stoke City has launched a consultation process, allowing fans to view the proposed designs and provide feedback. This initiative aims to ensure that the final decision reflects the collective voice of the fanbase, fostering a sense of ownership and pride in the new badge.

The Proposed Designs
While the specific designs have not been publicly disclosed in detail, sources indicate that the new badge options incorporate modern design elements while retaining key features that resonate with the club’s history. The designs are expected to include:

Modern Typography: A shift towards more contemporary fonts that enhance readability and visual appeal.
Updated Color Schemes: A fresh take on the club’s traditional colors, potentially incorporating gradients or new shades to create a more dynamic look.
Symbolic Elements: Retaining iconic symbols associated with Stoke City, such as the Potters’ motif, but reimagined in a way that aligns with modern design trends.
The club has also indicated that the new badge will be versatile enough to be used across various platforms, including digital media, merchandise, and matchday branding.

The Importance of Fan Involvement
The decision to hold a referendum on the new badge underscores Stoke City’s commitment to fan engagement. By allowing supporters to vote on the final design, the club is fostering a sense of community and inclusivity. This approach not only empowers fans but also strengthens the bond between the club and its supporters.

In a recent statement, a club spokesperson emphasized the importance of fan feedback, stating, “We want our supporters to feel a sense of pride in the badge that represents their club. This is not just about a logo; it’s about our identity and what we stand for as a community.”

Fan Reactions and Discussions
Since the announcement of the potential new badge, discussions among fans have been lively. Social media platforms have been flooded with opinions, with many supporters expressing excitement about the prospect of a new design. However, there are also voices of caution, with some fans advocating for the preservation of the current badge due to its historical significance.

Supporters have taken to forums and social media to share their thoughts on the proposed designs, with some suggesting that the club should prioritize elements that reflect Stoke’s unique identity and heritage. The debate has highlighted the diverse opinions within the fanbase, showcasing the passion and commitment that supporters have for their club.

The Role of the Referendum
The referendum process is a crucial step in ensuring that the final decision reflects the will of the fans. Stoke City plans to conduct the vote in a transparent manner, allowing all registered supporters to participate. The club has outlined the voting process, which will include:

Viewing the Designs: Fans will have the opportunity to view the proposed badge designs through the club’s official website and social media channels.
Voting Mechanism: A secure online voting platform will be established, ensuring that all votes are counted accurately and fairly.
Announcement of Results: Once the voting period concludes, the results will be announced publicly, and the winning design will be adopted as the new club badge.
This democratic approach not only empowers fans but also reinforces the club’s commitment to transparency and accountability.

The Impact of a New Badge
The introduction of a new club badge can have far-reaching implications for Stoke City. A modernized badge can enhance the club’s brand identity, making it more appealing to potential new supporters and sponsors. It can also invigorate merchandise sales, as fans often take pride in wearing apparel that features the latest club branding.

Moreover, a new badge can serve as a rallying point for the fanbase, uniting supporters under a shared identity as the club embarks on a new chapter. As Stoke City aims to establish itself as a competitive force in the Championship, a refreshed image can help signal the club’s ambitions and aspirations.

Looking Ahead
As the referendum date approaches, all eyes will be on Stoke City and the reactions of its supporters. The club’s commitment to involving fans in the decision-making process is commendable and sets a precedent for other clubs looking to engage with their communities.

The outcome of the referendum will not only determine the future of the club’s badge but also reflect the collective voice of the Stoke City fanbase. Regardless of the final design, the process itself has already fostered a sense of unity and excitement among supporters, highlighting the importance of community in football.

Conclusion
Stoke City’s unveiling of potential new club badge designs for a referendum marks a significant moment in the club’s history. By prioritizing fan involvement and engagement, the club is taking a proactive approach to modernizing its brand while respecting its heritage. As supporters prepare to cast their votes, the anticipation surrounding the new badge continues to grow, reflecting the passion and commitment of the Stoke City community.

In the coming weeks, the club will continue to engage with its supporters, ensuring that the final decision resonates with the values and aspirations of the fanbase. The new badge, once adopted, will serve as a symbol of Stoke City’s identity and ambitions as it looks to the future with optimism and determination.