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    Mixed reaction as Slough Town reveal new crest, with fans mentioning similarities to two clubs

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    Mixed reaction as Slough Town reveal new crest, with fans mentioning similarities to two clubs

    There is a mixed reaction as Slough Town reveal new crest, with fans mentioning similarities to two clubs, Shifnal Town and Cambridge United.

    The National League South side felt it was time to move on from their much loved logo, going for something more modern, which will always prove controversial, and as always with a new crest, it will take time to get used to.

    But it is fair to say the change has left to quite the response from football fans, have a read of what they and the club had to say…

    A statement on www.sloughtownfc.com read: For more than three decades, our current crest has represented some of the greatest moments in the club’s history. It has accompanied promotions, memorable cup runs and countless memories shared by generations of Rebels supporters. It has become synonymous with the story of Slough Town Football Club and will always occupy a special place in our history.

    This change is not about rejecting the past, but about building on our heritage and creating a mark for the future.

    As the club has continued to grow across our men’s and women’s teams, Academy and junior sections, the Board felt the time was right to evolve our identity and create a symbol that reflects the ambitions of the modern Slough Town Football Club.

    Today, Slough Town is far more than a single first team. Alongside our senior sides, the club now supports a thriving youth structure comprising 15 Junior Academy (Elite Pathway) teams and 14 Juniors (Grassroots) teams. With hundreds of young players representing the Rebels badge each week, the club wanted to create a symbol capable of uniting every part of the Slough Town family.

    Football has changed significantly since the current crest was introduced. The game is now experienced across digital platforms, social media, broadcast graphics and a growing range of merchandise and apparel. With that in mind, the club wanted to create an identity designed for the next generation – one that is instantly recognisable, uniquely Slough Town, and equally at home on shirts, scarves and screens.

    Speaking on the introduction of the new crest, Chief Executive Officer Ashley Smith said: “Updating our club crest was not a decision we took lightly, but it was a necessary step to forge our own unique identity. Our goal was to modernise the look to reflect a cleaner, stronger Slough Town FC – one that enhances our presence in an increasingly digital world.

    “Throughout this 12-month journey, it was vital that we balanced progress with respect. By partnering with a branding expert and consulting a panel with over 125 years of combined association with the club, we ensured that we paid proper tribute to Slough’s rich history while keeping our core values firmly focused on the future.

    “I am incredibly excited about this new chapter, and I cannot wait to see all of the club’s umbrella sides wearing our new identity with pride.”

    The current badge incorporates the Borough coat of arms and the words “Serve With Honour”, both of which carry rich symbolism and have served the club proudly for many years.

    The new crest has not been created from scratch. Instead, it draws together key elements of the club’s identity in a bold, distinctive and modern form.

    At its heart are the intertwined initials STFC, creating a mark that is unmistakably Slough Town. The club’s traditional navy and amber colours remain central to the design, ensuring a visual connection with generations of Rebels teams and supporters.

    The values represented by “Serve With Honour” remain just as important today as they have always been. While the wording itself no longer appears on the crest, the ethos behind those words continues to define the standards and culture of the football club.

    Most importantly, the star within the crest represents aspiration and achievement. It reflects the club’s thriving Academy and commitment to identifying, developing and nurturing future stars, while also celebrating Slough’s unique place in scientific history.

    The town has long been associated with astronomy through the work of Sir William Herschel, who discovered Uranus in 1781 before later moving to Observatory House in Slough, where he constructed his famous 40-foot telescope. The legacy of the Herschel family helped establish Slough as one of the most significant centres of astronomical study in Britain.

    This connection is subtly reflected within the crest itself. Hidden within the monogram is a telescope, formed by elements of the ‘T’ and ‘F’, looking directly towards the star. Together, the two symbols represent ambition, discovery and the club’s constant desire to look ahead to the future while remaining rooted in the town’s rich history.

    Supporters may also notice a hidden feature within the monogram itself. Embedded within the lettering is a subtle representation of a zebra crossing, paying tribute to one of Slough’s proudest innovations. On 31 October 1951, the world’s first officially recognised zebra crossing was installed in the town, with Slough subsequently becoming a pioneering “safety town”, leading the way with a number of road safety measures that were later adopted throughout the country.

    The new crest represents where Slough Town is heading while respecting where we have come from. It has been designed to be bold, distinctive and instantly recognisable, working equally well on match shirts, scarves, merchandise, social media graphics and digital platforms.

    The introduction of the new crest marks the beginning of a wider evolution of the club’s visual identity. Supporters will gradually see the new mark incorporated throughout Arbour Park and across club operations, with signage and branding updated over time to ensure every aspect of the stadium reflects the next chapter in Slough Town’s story.

    We understand that changing a football club’s crest is a significant step and that supporters will naturally hold differing views. Such passion is a reflection of how deeply people care about Slough Town Football Club, and we hope that over time the new crest will come to represent memories and successes every bit as cherished as those associated with the current badge.

    Rich History, Bright Future.

    This new crest is more than simply a new badge. It is a symbol for the next chapter of Slough Town Football Club – honouring our past, embracing our future and representing everyone connected with the Rebels for generations to come.

    Slough Town crest before adopting enw crest

    As mentioned, there’s a mixed reaction from fans as Slough Town reveal a new crest, with similarities to EFL club Cambridge United…

    @readingrebel: I like it, clean, crisp and modern. Certainly much better than the current old fashioned and dated crest.

    @GeorgeTarrant_: “After feedback we have decided to…” incoming.

    Rory Price: HUGE improvement if it’s our new badge!

    @Iain2509: It took a year to put 4 letters in a circle.

    @h6vry: Is the date April 1st?

    @Yellows4Life: Made me think of Cambridges new crest. Not sure as I liked Slough’s crest before this change. Will grow on me I guess.

    @mattitude_29: I loved the ‘old’ Slough logo. 😭 very similar to Cambridge’s this, maybe in time on a kit it’ll look nice, who knows

    @bigfatrebel: Can we have a sweepstake on how quickly this is reversed? 👎

    @BearintheUK: Is this a piss take??? Why has the coat of arms been swapped out for this monstrosity???

    @under_cover_eye: What in the “Cambridge” is this !?!??

    @LukeyFFC: What on earth is that?! 😬🤦🏻‍♂️

    @The_Kitsman: Cool new crest for Slough Town 🧡💙

    Edward Coomber: I’ve no problem with changing/modernizing the crest but at the very least they should incorporate the motto ‘serve with honour’ within the design.

    Nigel Baldwin: I readily admit I am a 65 year old curmudgeonly, miserable, old git, so I am obviously not going to like it… but… what I dislike most is the absence of ‘SERVE WITH HONOUR’.. why has that been removed? Also… a star is traditionally added to club crests to commemorate a major success, so that doesn’t belong there at all. I fail to see the Zebra crossing too by the way. Other than that UP THE REBELS!!

    Michael Carter: This doesn’t really surprise me tbh , after the debacle of the Wycscum colours away kit this is just another insult to loyal fans , we are very proud of our crest and especially the words Serve with Honour , sorry but we will never buy any merchandise with that load of garbage on it 🤬🤬 disgraceful that the fans were not consulted on this and I believe the Trust didn’t know this was coming ? And that just smacks of contempt imo 🤬🤬

    Erika Rob: Why wasn’t this mentioned as part of the clubs “future vision” at the fans forum couple weeks ago. A civilised discussion and debate could’ve been had instead of just shocking us with this

    Steve Mallett: Why the need for change? Don’t like this one, preferred the old one. Just my opinion folks.

    Dean Beckett: Absolutely gutted by this!

    Jamie Ryan: As this been discussed with fans ??

    Jason Griffiths: Looks like the kind of badge they have in the MLS. I much prefer the old one, had more identity about it.

    Stevie Watson: This is horrendous. The old badge was our coat of arms. Serve with Honour.

    Roger Sparkes: Nope, I absolutely hate this. The crest and ‘Serve with honour ‘ are an integral part of the club’s identity. A bland logo with some marketing drivel to justify doesn’t work. Couldn’t the designers find a way to make the letters look more like a wheelie bin while they were dreaming up this abomination?

    Ian Wiles: That’s absolutely terrible (putting it mildly) should have just stuck with the old one, btw do you have any images of the new kit?

    Richard Kendall: Hi All, thank you for the messages and calls. I would just like to confirm as follows: Firstly, we have seen many football clubs look to modernise their club logos / badges, often as part of wider plans for future growth and development. This always creates strong feelings and will never please everyone. That being said, The Supporters Trust with its own history, and of supporting the football club, were not aware of any planned change. None of the Trust were included in the 125 year association committee who participated in the discussions. The Trust therefore had no input in the design, or with the explanation as to what the logo means. In fact, our new membership badge ordered and paid for, continues to focus on our relationship with the club and helps with our financial support of the club. In closing, The Supporters Trust are disappointed not to have been consulted in any way, and that extends to all our supporters. We have issued these comments just to clarify the Trust position in this matter. We are supporters just like you and each of us will have our own views. Here is the new membership badge that will be available – end of an era.



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