West Ham begin supporter consultation on club crest

West Ham United have opened a formal consultation on the future of their official crest, placing supporters at the centre of a potential brand redesign that could take effect from the start of the 2028/29 season.The process will begin with the club’s Fan Advisory Board before expanding to a wider group of eligible supporters if the initial discussions produce positive feedback.West Ham interim chief executive Karim Virani said: “The Board and I want to ensure that the Club’s history and heritage are appropriately reflected in everything we do, and that our loyal fans should play a leading role in determining how that is delivered.”Eligible participants in the wider consultation are expected to include 2026/27 men’s and women’s season-ticket holders, Claret Members and supporters who attended more than five home matches during the 2025/26 season.Feedback will be used to develop potential design concepts, with qualifying supporters then asked to vote on a preferred option.The consultation is scheduled to continue throughout the 2026/27 season, giving the club time to test supporter sentiment before making any decision on a new crest.West Ham introduced their current badge in 2016 as part of their move from the Boleyn Ground to London Stadium.A redesign would carry commercial implications across merchandise, retail, licensing, digital platforms, stadium branding and partner assets, requiring a significant implementation period before launch.The club’s decision to involve supporters reflects the sensitivity surrounding changes to football identities, with crests serving as both commercial assets and symbols of heritage.The Fan Advisory Board will operate independently during the consultation, according to the club, providing a formal supporter governance mechanism within the process.West Ham announced the initiative on the anniversary of the formation of Thames Ironworks FC in 1895, linking the review to the club’s historical roots.Any final change remains subject to the outcome of the consultation, with the current crest set to remain in place until at least the end of the 2027/28 season.