
The new process has been described as a ‘brand evolution,’ which the club said will see them look to develop a new crest, a new font and a number of ‘sub brands.’
These components would put the team “up to date with the leading football clubs in the country,” according to the club.
“Although the current brand has served us well, we want to start this brand identity development process by getting supporters insight and input on the current design of our crest,” the club statement continued.
Through a 14-question survey, supporters have been asked to provide input on the new plans. The survey asks what they like best about the current badge, which symbols best represent the club and the community, and whether they prefer traditional crests like Coventry, Port Vale, and Accrington Stanley or modern ones like Juventus, Norwich, and Salford.
The club’s current crest was adopted in 2008 after being designed by current Head of Ticketing and Systems Chris Brewer. This was a change from the previous crest, which was the city’s coat of arms.
The club has said that it will partner with footballing branding experts for the process although has been hinted in its communications that the ‘Posh’ identity is something that would be leveraged more.

Taking to X to justify the new process, Owner Darragh MacAnthony said: “Nothing is 100% going to be executed and happen without final say so from owners and after long consultations with fan groups.
A lot of clubs are under going same process and that’s all we/I have agreed to do. I, like many, am a traditionalist on many things but am constantly reminded by staff that taking a look under the hood at everything at times is not worst thing to do at any given time.
“So let’s not overreact to this at the moment. I encourage all fans to participate in surveys and various stages as they happen.”