Posh follow in big footsteps. Among the most famous rebrands in modern football this millennia include Manchester City, Chelsea and Juventus.<\/p>\n
Their new crest shows a winged lion holding a key against a blue background and was designed by Christopher Payne.<\/p>\n
Advertisement<\/p>\n
While they do not all feel on the crest of a wave about Peterborough’s fresh look, not all fans are despondent about it either.<\/p>\n
![\"A](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/06\/303f616613557f7d4e2dde970d0ef835.jpeg\"\/)
<\/p>\n
Peterborough United want their new crest (right) to be “good for the club long-term” [Getty Images\/Peterborough United]<\/p>\n
Football finance expert Kieran Maguire says while the club will have wanted to please supporters, ultimately it is a business decision.<\/p>\n
“Clubs don’t want to restrict themselves to just being seen as football clubs anymore,” he says.<\/p>\n
Maguire points to Spanish sides Real Madrid and FC Barcelona, who both have affiliated basketball teams, and to Manchester United, who dropped “football club” from their badge in 1998.<\/p>\n
Advertisement<\/p>\n
He continues: “Why restrict yourself to being just part of the football industry when, in theory, you can expand into a multi-sport or multi-functional brand?”<\/p>\n
![\"A](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/06\/f9720e07f4ae6cefca382fe4d280ef7e.jpeg\"\/)
<\/p>\n
For some supporters, crests are much more than a simple logo [Reuters]<\/p>\n
Posh say their new crest will be “good for the club long-term” and that it has been “shaped by thousands of supporter voices”.<\/p>\n
But some fans on X<\/a> have been critical, with one saying: “You’ve just erased real history for commercialised rubbish that looks like a Chinese knock-off of Peugeot.”<\/p>\n Advertisement<\/p>\n Another adds: “Who wants to walk around with that abomination on their chest having to explain to people what it is?”<\/p>\n The previous crest was based on the city’s coat of arms, which features cross keys, lions and the motto “upon this rock”.<\/p>\n Modern football clubs are not just locally-run community hubs anymore. Many are also global brands with logos as much as crests.<\/p>\n Posh owner Darragh MacAnthony says branding is a “massive part” of the club’s evolution and the new crest will help to secure commercial deals.<\/p>\n Advertisement<\/p>\n He is not the first to follow that approach.<\/p>\n [Getty Images\/Manchester City]<\/p>\n Many clubs feel they can no longer just focus on the kit, but instead consider how the crest is used across social media and “sub-brands” born in the digital era.<\/p>\n They are looking for something instantly recognisable, Maguire explains, rather than a busy badge that does not immediately tell a neutral who it represents.<\/p>\n Manchester City adopted a simpler crest in 2016<\/a>, while Italian side Juventus went even further by stripping theirs back to become a black and white J<\/a> with the club’s name above it.<\/p>\n Advertisement<\/p>\n Aston Villa also spent \u00a380,000 on a rebrand in 2016<\/a>, removing the word “prepared” from the crest and making the lion bigger, in the name of being “more effective in the digital age”.<\/p>\n Arsenal ditched the Victoria concordia crescit (pictured above) for a newer look in 2002 [Getty Images]<\/p>\n Ultimately, Maguire believes it is driven by business.<\/p>\n “It all boils down to if it will generate revenues and even act as a cost-saving measure too,” he explains.<\/p>\n “From a design point of view, it’s cheaper to produce shirts with simple crests too.<\/p>\n Advertisement<\/p>\n “It’s also an opportunity to reinvent the club, to say it’s moving in a new direction and that this crest represents its new values.”<\/p>\n However, rebrands do not always work. Just ask Leeds United.<\/p>\n The then-Championship side spent six months researching a new crest, but it was slammed as “awful”, “horrendous” and “shocking” by fans on social media in 2018<\/a>, leading to it being scrapped altogether.<\/p>\n Sheffield Wednesday have also gone back to basics. The club has started using its classic owl crest on social media, replacing the logo introduced under controversial previous owner Dejphon Chansiri<\/a>.<\/p>\n Advertisement<\/p>\n Leeds United ended up scrapping this redesign in 2018 after backlash from fans [Leeds United]<\/p>\n “You’ve got to be aware it is the fans who are buying the merchandise and who are providing the vibrancy of Elland Road or wherever else it may be,” Maguire says.<\/p>\n “Fans are pretty tolerant, but there is always a line in the sand if you go for too radical a change.”<\/p>\n However, the expert says any rumbles of discontent almost always disappear with winning on the pitch or the signing of a new star striker.<\/p>\n He adds: “I think then fans just sigh and get on with it all.”<\/p>\n Advertisement<\/p>\n Do you have a story suggestion for Peterborough? Contact us below.<\/p>\n Follow Peterborough news on BBC Sounds<\/a>, Facebook<\/a>, Instagram<\/a> and X<\/a>.<\/p>\n More on this storyRelated internet links![\"A](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/06\/c2cce392c1ceecf4e87b0000bff4c308.jpeg\"\/)
<\/p>\n![\"An](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/06\/3ca255951a8fe94a4fa75763cc2148ba.jpeg\"\/)
<\/p>\n![\"A](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/06\/a799850c8e830703d41bd509dd72b399.jpeg\"\/)
<\/p>\n![\"\"](\"https:\/\/www.newsbeep.com\/au\/wp-content\/uploads\/2026\/06\/1780815082_407_.gif\"\/)