Today is the day that Peterborough United have rebranded to their new logo changing for the first time since 2008. Posh have changed from their circular, recognisable logo to a more minimalistic badge which is reminiscent of Chelsea. There has been many an opinion on this matter which has sparked wide debate within the Posh fanbase.
When this was announced back in January 2025 there was a lot of confusion within the Posh fanbase questioning whether a new badge was necessary. The now previous, and distinctive badge designed by former head of media and ticketing lead Chris Brewer who designed the previous crest in his 20 minute lunch break. This new design, designed by the same person who created rivals Cambridge United’s and Yeovil Town’s badge may have ripped the soul out the club’s crest.
I say this as Brewer’s badge had so many distinct and incredible memories attached to it. From the three goals in seven minutes versus Huddersfield Town to the Clarke-Harris promotion winning penalty versus Lincoln. That crest had a fanbase connected to it that now, has been ripped up and forced into debate.
This process has been felt by most Posh fans that the process of the crest change was a formality and thrust upon Posh fans whether they like it or not. Alongside this, the badge has also been widely criticised for looking a lot like Chelsea’s logo which they use heavily on their social media.
Following on from this the final negative I will dive into is the lack of representation of the city within the crest. The new crest only has one Griffin and a distinct lack of the Cross Keys, that Peterborough is symbolised by. This distinct lack of culture has completely ripped the soul out of the previous badge.
The new badge may be lacking in positive feedback but there are few positives that can be taken from this. One of these is the minimalistic nature of it. The minimalistic nature of the badge allows it to feed into a trending new wave of football badges. This has been seen with Atalanta’s new badge alongside Sheffield Wednesday’s.
Another one is the use of ‘POSH’ in all capitals beneath the badge. The use of the clubs nickname with the text below it makes people recognise whose badge it belongs too. Without the text however, it can be seen as a different story.
The final positive I can decipher is the use of the badge on the kit. Personally I am not a major fan of the badge in anyway but as seen in the image at the start of the article, the badge does look smart on a kit. This minimality does allow for options on kits as seen in Charlton’s use of the Sword on their away shirt.
This is a scenario which I think could have been utilised really well by the club. By restoring the old badge with an update on colours to make it more suitable for modern use. Alongside this, a crest that could be used alongside the previous badge, like Charlton Athletic and Liverpool have done could have made a really sharp combination.
This means Posh could have kept their history and culture of the city and also embrace a new tradition of minimalism when it comes to branding and design. Following on from this means Posh could have utilised this on kit designs on home and away kits and included some variety.
Overall, this decision was always going to get backlash and that has to be expected in the way the badge looks. Fans may gain a more minimalistic badge more fitting to the younger audience of Posh fans. However, Posh may have also disconnected itself with the more traditional Posh fanbase with a crest with the cross keys is all that they know.
Was it really worth binning off years of history with historic memories for some rebranding and minimalism?
I’m not so sure.
