‘Weird version of Chelsea' – EFL club launch new badge like ‘lion with lollipop and first aid box'

Scottish Sun

18 hours ago

Fans have had plenty to say about the new design
BADGE OF HONOUR 'Weird version of Chelsea' – EFL club launch new badge like 'lion with lollipop and first aid box'
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PETERBOROUGH UNITED have revealed their new club crest.
And fans have had plenty to say about the novel design.
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Peterborough have unveiled their new club crest
The League One side have confirmed that the modernised badge will be used from June 2026 onwards.
Peterborough have conducted a thorough design process, consulting with supporters along the way.
The current round badge features winged lions facing a shield, with the club's name and motto "Upon This Rock - but has been called "outdated" by the club.
Posh's new logo will feature just one lion, holding a pair of keys in a nod to St Peter, who the city is named after.
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Upon the announcement of the new crest, Peterborough owner Darragh MacAnthony said: "We have to evolve, and branding is a massive part of that.
"I look at the big clubs and see how they are evolving, we have to modernise and we have to move with the times."
On the design process, the Irishman, 49, added: "I was sceptical about the whole project at first, but having seen the journey that we have been on, and how we have involved supporters, it just makes sense.
"We are evolving in our commercial department, we are evolving on the pitch and in the boardroom, and so our brand has to evolve. When I first saw it, it blew me away. I love it! I am really excited by it all."
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Peterborough will switch from this crest next summer
Peterborough believe that their new "digital-first ethos" can "attract new audiences" - while reflecting their "identity" and being more merchandise friendly.
Commenting on the new crest, one fan wrote on X: "A lion with a lollipop and a first aid box."
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While a second claimed: "The main issue I have is looking at it, you don't think 'oh yeah that's Peterborough', you just think it's a weird version of Chelsea."
A third reasoned: "Not sure you can say it's "unique and instantly recognisable". It's only instantly recognisable as looking like Chelsea and therefore not unique at all."
And a fourth commented: "You can't say instantly recognisable but not have the club name on the badge. You want to appeal to a new audience, say someone abroad sees the badge but has no idea what club it is, how do you expect to grow?"
Another Posh fan added: "I like how we have to 'move with the times' for reasons unclear to anyone. Seems like we're only doing it because bigger clubs are doing it."
Peterborough are set to get their League One campaign underway this weekend.
Darren Ferguson's side will face Cardiff City in the Welsh capital tomorrow lunchtime.