The AFC Bournemouth badge was last redesigned in 2013. This reimagined version retains the classic 'Dickie Dowsett' head and the predominant club colours of red and black, but adopts a new rounded badge shape. The head is changed to black - to match club colours - and focus on the football.

It keeps the stripes of the kit and gold edging and adds a laurel to celebrate winning two championships and includes the date the club were formed (which isn't on the current badge).