What's in a football crest - and why do clubs change them?

Crests are not static emblems; clubs increasingly view them as multipurpose brands, and Peterborough United’s new emblem embodies that shift. Rolled out on Monday, the badge features a blue field with a winged lion holding a key and was created by Christopher Payne. The prior design drew on the city’s coat of arms, with cross keys, a lion, and the motto 'upon this rock.' The club says the change is intended to benefit the club long-term and reflect a wider brand strategy shaped by thousands of supporters. Clubs are increasingly viewing crests as platforms for social media and sub-brands in the digital era.