United We Crest

In July, Cambridge United FC presented three directions designed by Christopher Payne for fans to vote on and for stakeholders to provide feedback on. After holding multiple in-person events to receive input and offering an online survey that received over 2,500 responses, the winning direction has been announced (after finessing some details and expanding the identity). It will begin to be used in the 2025/26 season. Masterclass in avoiding fan backlash.