STAMFORD AFC has revealed a new club crest for the first time in its history.
The club has used the Stamford town coat of arms as its badge for the whole of its 116-year history. But officials were keen to give the club its own identity, so designed a new badge after consulting supporters and staff.
The club was keen to keep as much of the coat of arms in the crest as possible to represent its history, so designers placed the shield in the centre of the new design.
Club director Chris Rivett said: “The decision to change the crest wasn’t made overnight. A lot of consideration has gone into this to make sure what we were aiming to achieve was right, and that it was done the right way.
“We’re very grateful, and respectful of the fact, that we are one of only a few organisations who have special permission to use the town’s coat of arms. It was very important to us that the integrity of crest was preserved in a new design.
“We hope that the new badge will be well received by everyone associated with the club.
“Every aspect of the club can now have their own identity, but within the consistent branding of a fresh and modern Stamford AFC crest.”
The new crest will be used on all club-branded merchandise, and will be adapted with the appropriate wording for the youth, women’s and futsal teams.
The crest will be displayed on the first team’s new home kit during the friendly against Rotherham United at the Daniels Stadium in Kettering Road, which kicks off at 7.45pm tonight (Tuesday).
The new shirt will also carry the club’s Twitter name and a QR code, which can be scanned by smartphones and links to the club’s Twitter page.
South Luffenham storage and distribution firm CS Ellis has renewed its sponsorship of the first team kit for a second season.