Overview

• Thousands of fans took part in months of surveys and assemblies that led to a 68% to 32% vote in favour of replacing the 2001 badge.
• The shield-style design draws on the club’s 1980s crest and features a Staffordshire knot, a kiln, the foundation date and red-and-white stripes.
• The crest will debut on shirts, the side of the bet365 Stadium and on digital channels in the 2026/27 season with broader rollout thereafter.
• The process was managed by Stoke City Connect, developed with Drummond Central and independently validated by Two Circles under FA and EFL guidance.
• Some supporters protested online against the change, reflecting a split between majority approval and dissent among traditionalists.