Stoke City Football Club - New Crest

We've worked alongside Stoke City Football Club for over a decade, but updating the club's crest was something else entirely. A crest sits on the shirt, the stadium, the season ticket, so the brief carried real weight, and we led the creative from first sketch to final rollout.

Fan research pointed to the 1977-92 design as the clear favourite, so we brought back its Staffordshire knot and pottery kiln, then modernised the whole thing for the seasons ahead. At a time when football is drifting towards identical circular badges, keeping Stoke's distinctive shield felt like the right call.

Around it we built a full brand toolkit: mono versions, a refreshed palette, usage guidelines and new icons. Fans shaped the design throughout, through surveys, assemblies and an independent vote, backing it by 68% to 32%.

For a club we've stood beside for so long, few briefs have meant more.