All-New Stoke City Logo Released

OFFICIAL

Aug 16, 2025

by Chris

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New Logo Adoption: Stoke City will introduce a new club crest from the 2026-27 season, with 68% of fans voting in favor of the change.
Design and Consultation: The new logo is a modern refresh of the badge used from 1977 to 1992, developed through extensive consultation with fans and verified by Two Circles.
Implementation: The updated crest will first appear on Stoke's 2026-27 kits and will be gradually implemented across the club's digital platforms, merchandise, and the bet365 Stadium.

Stoke City has announced it will adopt a new club crest from the start of the 2026-27 season, following a fan vote in which 68% supported the change.

Stoke City 2026 Logo - To Be Used from 2026-27 Season

The new Stoke City 2026-27 logo is based on the badge used between 1977 and 1992, but with a refreshed, modern approach. The change comes after an extended consultation process that included surveys, in-person meetings, and discussions with the independent supporters’ group Stoke City Connect. The final vote was independently conducted and verified by sports data specialists Two Circles, ensuring a transparent result.

According to chief operating officer Simon King, the crest remains “an integral part of the club’s heritage,” and the update was made with fans’ input at every stage. Stoke City Connect chair Clare Beardmore acknowledged that “no design will please everyone,” but stressed the new look aims to reflect both the history of the club and the city.

The new crest will debut on Stoke’s 2026-27 kits and rolled out across the club’s digital platforms, merchandise, and the bet365 Stadium over the following seasons.