The League One club's chairman and owner Darragh MacAnthony says it is important to "modernise".
A football club has unveiled its redesigned crest - the first new design in almost 20 years.
Peterborough United Football Club's new badge, which was designed with input from fans, will show a winged lion holding a key.
Darragh MacAnthony, the League One club's chairman and owner, 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."
The current crest, created in 2008, is based on the city's coat of arms, which features cross keys, lions and the motto "Upon This Rock".
Christopher Payne, who designed the new crest, spent time in Peterborough speaking with club leaders, historians and fans, as well as attending Posh games both home and away.
"It was important to live life like a fan, to absorb all things Peterborough, to speak with fans, and to see and experience everything.
"I wanted to learn everything about the rich history of the club, as well as understand its future ambitions.
"It's a big project, and it's important to understand everything."
MacAnthony 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."
On the old logo, he said: "I don't want to disrespect it, but it's outdated - we have to move with the times."
The new crest will be used from June 2026.
Follow Peterborough news on BBC Sounds, Facebook, Instagram and X.
- Community space to open in football club's old shop
- What does it take to make the Posh pitch perfect?
- Why is Peterborough United looking at a rebrand?
- Cambridge United reveal new badge design
Related internet links
Category: General Sports
