AFC Telford United is pleased to officially announce that the standalone Buck logo will lead our visual identity across kits, media, and merchandise.
Supporters will recognise the Buck from our traditional club crest, where it has stood proudly for years. Following promotion to the National League, the club enters an exciting new era, and the time is right to evolve how we present ourselves.
We feel the Buck is sufficiently distinctive and unique to stand alone, to say ‘Telford’, even if it doesn’t use the name. Not only this, but the Buck logo alone is a cleaner, more versatile symbol better suited to modern formats, especially across digital and printed media.
We recognise that tradition and heritage are important to fans, but rather than a dramatic rebrand, we view this as a natural progression that fans have likely seen unfolding over the past two seasons.
The Buck has already begun to appear in isolation on selected merchandise, social media and commercial materials – and from the 2025/26 season, it will take centre stage on our home and away shirts.
It’s important to stress that our traditional AFC Telford United badge is not going anywhere. It remains a key part of our identity and will continue to appear on official club documents, legacy items and selected releases.
AFC Telford United remains proud of our past, energised by the present, and excited about what comes next. The Buck leads the way – and we can’t wait to bring every supporter with us.
