Cambridge United have unveiled a new club identity, featuring a primary crest and secondary symbols that honour the club and city’s heritage.
Over the past 18 months, the club worked to modernise its image while preserving historical roots. After developing new concepts, fans were invited to vote on three design directions: Evolution (a modern take on previous crests), Abbey Inspired (drawing from Cambridge’s architecture), and Book & Ball (referencing an older identity).
"Evolution" won in four out of five categories, including "Best Design Overall," and was selected as the new primary crest. Alongside this, the club introduced a "Coconuts" identity, inspired by the club’s victory anthem, as well as a new Abbey Stadium icon and Book & Ball symbols.
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The new identity will be implemented club-wide from the 2025/26 season.
