Swansea City launch final stage of club crest consultation

Swansea City season ticket holders and Jack Army members are invited to vote on the club's proposal for a minor update to our primary club crest.

The proposal is to swap the current primary badge (the swan image and accompanying 'Swansea City AFC' text) and the current secondary badge (the swan without the text). While the plan is to keep both badges firmly in use across the club's branding, this change will allow us to print the current secondary badge onto our home shirts from next season.

Throughout the consultation, supporters have suggested that being able to see comparison images will be useful to the decision making progress, and so we have created the following gallery.

If approved, the updated crest will be introduced for the 2027-28 season.

Eligible supporters should have received an email with further details. The vote will close on August 17 at 9am.

If you would like to vote, and meet the above criteria but have not received the email, please contact the club at support@swanseacity.com before 9am on August 12, 2026.

We will send an email to all eligible supporters who register prior to the above deadline before midday on August 12, 2026.

WHY THE UPDATE HAS BEEN PROPOSED

The Swansea City Swan is one of the most recognisable symbols in football, representing our club, our city and our supporters.

This proposal is not a change to our identity and it is not a replacement for our traditional crest. The Swan remains exactly the same, with the same design and meaning that supporters know and recognise.

The proposal is simply to make the standalone Swan - the version of our crest already used widely across our communications and platforms - our primary symbol. The standalone Swan provides greater clarity and recognition across areas such as shirts, digital platforms, merchandise and other applications where space is limited.

The full crest, including the surrounding wording, remains an important part of our history and identity. It will continue to be used where appropriate, particularly in areas where the complete crest best represents our heritage, memories, and traditions.

Key points

This proposal does not introduce a new badge or a new identity. The Swan itself remains unchanged.
The standalone Swan is already familiar to supporters and is already widely used by the club
The proposal simply makes the version of the crest supporters already see, use, and recognise most often our primary symbol
The traditional crest (with words) remains part of our identity and will continue to play an important role
The update allows our most recognisable symbol to be clearer and more consistent across shirts, digital platforms, merchandise and other uses

This proposal is about recognising the strength of a symbol that has represented our club for generations and ensuring it continues to do so for generations to come.

SUPPORTER CONSULTATION

For transparency, we would like to share with supporters the consultation period undertaken so far.

DATE	ACTIVITY	OUTCOME
Thursday Feb 5, 2026	Club officials met with the Supporters’ Trust to get approval to being internal discussions about a small amendment to the club’s primary badge	This was approved with a vote of nine out of ten.
May 21, 2026	Club officials met with the club’s Matchday Experience Working Group to consult on the badge.	Those present expressed that they were happy with the proposed change, or had no strong feelings on the change.
July 7, 2026	Club officials met with the club’s Disabled Supporters’ Association (DSA) at their AGM to consult on the badge.	Most present were happy for the club to make the change, though some did not like the proposed changes. Some suggested they had no strong feelings either way. The group also agreed that seeing a kit which had the badge without the text would be useful for the decision making.
July 23, 2026	Surveys were sent to all DSA members and Supporters’ Trust members which allowed them to share their preference on the badges and also provide additional feedback supporting their choice.	Fans were generally positive about the change but expressed concerns about "losing" the badge with the text as an option. The club has since clarified that the version with the text will continue to make up an important part of the club's identity in its role as secondary badge with supporters likely to see the main change on the club's home shirt only.
August 4, 2026	CEO Tom Gorringe shared further information about the reasons behind wishing to make changes to the badge in his club update. (This was also brought up again in the fans' forum taking place on August 5).
August 7, 2026	An email with a one-question survey was sent to all 2026-27 season ticket holders and Jack Army Members.

HOW WE WILL PROCESS YOUR VOTE

The vote will close at midday, August 17, 2026.

The results of the vote will then be shared with the Independent Football Regulator (IFR) to review the above process. If the process and change is approved, we will confirm with supporters at the earliest opportunity.

Throughout the consultation process, many supporters have expressed that they do not have a great preference between the two badges.

To allow for this, we have included a “happy with either” option within the vote. Please note, if you select “happy with either”, we will register this a positive vote towards making the change.