West Ham launch supporter-led crest redesign after Premier League relegation

West Ham United have begun a supporter-led process to redesign their club crest, with the new badge set to be unveiled ahead of the 2028-29 season, the club confirmed.

Interim chief executive Karim Virani framed the timing around the current crest’s tenth anniversary. “With 2026 marking ten years since our current crest was launched, now is the right time for us to review its future,” he 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.”

Virani confirmed the fan advisory board will act as an independent body throughout the process, describing the redesign as fully “supporter-led” at every stage.

The rebrand arrives at a turbulent moment for the club. West Ham were relegated from the Premier League last season after taking the survival battle to the final day — Nuno Espirito Santo’s side won their last match against Leeds but finished two points below 17th-placed Tottenham. The move to the London Stadium a decade ago also drew significant discontent from a section of the fanbase, lending the crest redesign an added layer of symbolism around identity and belonging.

The club now faces the prospect of losing key players as they prepare their Championship promotion bid. Portuguese midfielder Mateus Fernandes, valued at around £85 million, has been linked with Tottenham, while Manchester United are also reported to hold interest in him. United are additionally said to be keen on winger Crysencio Summerville, who has been in form for the Netherlands at the World Cup, contributing two goals and an assist across three group-stage appearances.