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NEWCASTLE UNITED have begun consultations with supporters to create a new club crest.
The North East club sent out a survey on Friday to fans over plans to either refine, revise or completely reinvent their current badge.
Newcastle claim their badge doesn’t always translate well online
GettyToon’s current shield crest design was introduced in 1988, the third since the 1950s, but there a number of issues regarding its use in branding and marketing have emerged over modern times.
That was based on the city’s 1860s coat of arms – something marketing bods want to respect and keep at the heart of it.
It features a shield in the club’s black and white colours with a gold trim, with two sea horses (hippocampi) included in a nod to the city’s Roman past.
Though, the castle, lion and flag that it’s holding are where some of the main issues arise.
There are issues with the details regarding both embroidery and in marketing corners as it is a struggle to see clearly what sits upon the castle on the shield.
The hooves of the horses do not interact or are symmetrical on the shield.
In all, they feel that it’s a poor execution of the club crest no matter what technology or embroidery experts are used.
Now initial plans have been put in motion over what will be a delicate and sensitive piece of work starting with the survey sent out to fans.
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Newcastle want to ensure that story of the club, community and people remain at the forefront of a new design that represents who the club are and want to be in the future.
There will be three options for the Toon Army to consider in the feedback – Refine, revise or reinvent.
Its main purpose is to see how important the castle, lion, flag and ribbon is to supporters.
The first two ‘Rs’ are understood to be the preference of club chiefs.
Though they are open to any wider concerns or further add-ons suggested and are determined to keep fans at the heart of the process and will remain in thorough and deep consultation process with them.
Fans will have a week to respond to today’s survey and give their feedback while the club will host fan workshops both online and in person to provide more info and get more feedback.
SunSport understands it won’t be a rushed process and that the current badge will remain for at least next season.
A host of clubs have changed crests, to very different responses, over recent years to a more minimalist look.
That has followed a trend by fashion designers such as Burberry – although they and even the likes of Ajax in the football world have since gone back to a more intricate look.
Newcastle statement
UPDATING our crest. Together.
As our club grows on the global stage, the symbol that represents us needs to be able to keep pace.
It needs to show up clearly and confidently across everything –
from kits to screens to merchandise.
So, we’ve been asking ourselves: how well does our current crest represent the club today? And how well will it serve us tomorrow?
It’s time to update our crest
This isn’t a decision we take lightly. We love our crest. It’s iconic and has stood us through unforgettable triumphs and testing times.
But it was created in a different era. Its intricate design doesn’t always translate well in today’s digital world. And it’s difficult to reproduce it clearly and consistently.
As football and the world changes, so too must the symbol that unites us.
That’s why we’re coming to you
This isn’t about walking away from our past. It’s about carrying it forward with pride.
The crest is part of our story. It’s on our shirts and inked in our skin. It deserves thoughtful evolution – shaped by the voices of the people who love it.
Tell us what matters most
Based on what we’ve heard, updates to the current club crest should be minimal and therefore ‘Refine & Revive’ is our recommended approach.
We’ve spoken to our Fan Advisory Board, now we want to hear from you.
What should stay the same? What needs to be updated? And how can we embrace our history – not just by honouring it, but by preserving its spirit and building on it, so we can thrive in the years ahead?
We’re inviting Season Ticket holders and Members to share their views in an independently ran survey.
A link to that survey will be emailed directly to those fans. The cut off is 5pm on Friday 16th May!
Want to hear more?
Want to hear more? We will be holding a fan consultation workshop for Season Ticket Holders and Members on Wednesday 14th May, both in person at St. James’ Park and online, to provide more detail on why we’re undergoing this process and offer you an opportunity to share your thoughts.
A link will be supplied to register your interest to this event in the same email.
What happens after the survey closes?
The Fan Advisory Board have recommended that the wider fan base should be given a choice of options to select from during the second stage consultation.
This second stage will be delivered via a separate survey, dates to follow.
*an independent third party, Savanta, will be collecting responses, and sharing the results with Newcastle United.
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