Stoke first adopted the town's coat of arms granted from 1912. These arms bared deep history into the ownership of the local area and the significance of industry and trade set upon Stoke, especially that of the pottery trade which had been depicted by an Egyptian Camel, where the art form derives from.
Stokes next crest featured a more stripped back approach, introduced in the 1970s that featured the clubs initials and a Stafford knot alongside a pottery kiln.
In 1992 the club reverted back to the town's arms alongside the motto ‘Vis Unita Fortior’ which translates to ‘United Strength is Stronger’. Then in 2001 the club worked with the studio behind Liverpool's recently launched crest design to produce a sleek, modern crest to promote the clubs new forward thinking ideology. With a strong influence from European clubs such as A.C Milan, Stoke acquired a crest that not only focuses on the future but evokes the past with reference to their red and white striped kits from past and present.