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Cambridge United unveil three new crest designs for supporters to consider ahead of 2025/26 season

Cambridge United have revealed three crest designs for public consultation ahead of a planned change of identity in time for the 2025/26 season.

The quest for an alteration of direction started more than a year ago, with the first proposed new design being released in September 2023.

Feedback from supporters prompted the club to not pursue that particular proposal and instead – working alongside football brand designer Christopher Payne – three further crests have now been developed.

The proposed three new Cambridge United club crests. Picture: Cambridge United
The proposed three new Cambridge United club crests. Picture: Cambridge United

An online survey will be issued the week commencing 5 August for fans to express their opinion on each badge.

The club’s CEO Alex Tunbridge said: “It has been the club's desire, led by our owners and board, to explore a new crest design for some time now, and we are pleased to share these three new designs publicly with our fans. They follow considerable private engagement over recent months with different parts of the club including the shadow board.

“Cambridge United is a football club with a proud history and one which is ambitious for the future. We believe that modernising our crest and identity is important to our growth and development at a time of ever greater sporting and and financial competition.

“We also all recognise that this is a sensitive subject where people understandably have strong views, so our start point has always been to do this in full collaboration with the fans. It is why we didn’t push through the proposed new design this time last year.

“During that process we gathered a huge amount of feedback from supporters and we listened and learned a lot. This is reflected in how we are approaching this next stage.

“There are three proposed designs that are all different, but all representing the club and our city past and present in unique ways. We want to provide fans with the opportunity not only to see these crests and let us know what they think, but to also allow them to engage with us face-to-face via public events throughout the upcoming month.

“We hope fans from every part of the fanbase – young and old – will take the time to look at all the materials and give us their considered feedback on the three directions over the coming weeks.”

Designer Payne added: “An important part of this process has been to listen to all fan feedback leading up to and following the previous design, to better understand what the fans want in the club's crest.

“It was a fascinating process, with many suggestions and differing viewpoints. Some fans called for us to modernise the current identity. In contrast, others wanted a more traditional design, some wanted to see the book and ball reintroduced, and other sections of the fans called for us to be bold and innovative and create something unique.

“It's hard to please everybody, but by being transparent and offering three different designs that all offer something different, we can get an idea of which direction the majority of the fans prefer.”

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