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NEWCASTLE UNITED has commenced talks with fans to create a new club crest.
The North East club launched a survey on Friday aimed at collecting supporters’ views on whether to refine, amend, or completely revamp their current badge.
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Credit: Getty
The existing crest design for the Toon was rolled out in 1988, marking its third version since the 1950s, although modern branding challenges have come to light.
This design draws inspiration from the city’s coat of arms from the 1860s, which marketing experts wish to honor and preserve at its foundation.
It features a shield in the club’s trademark black and white colors adorned with gold trim, showcasing two seahorses (hippocampi) in tribute to the city’s Roman background.
Nonetheless, the elements of the castle, lion, and flag represented in the crest pose significant challenges.
Issues with embroidery and marketing often make the imagery indistinct, especially regarding what is perched atop the castle on the shield.
Moreover, the horses’ hooves fail to create a symmetrical aesthetics on the shield.
Overall, the execution of the club crest is regarded as insufficient, regardless of the technology or embroidery specialists involved.
Plans are already in motion for what will be a thoughtful and detailed process, beginning with the fan survey that has been released.
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Newcastle is dedicated to ensuring that the club’s narrative, community, and supporters remain at the heart of a new design that authentically reflects their identity and future ambitions.
Three options will be presented to the Toon Army for their input: Refine, Revise, or Reinvent.
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The main aim is to evaluate how significant the castle, lion, flag, and ribbon are to the fans.
The first two options (‘Refine’ and ‘Revise’) are believed to be preferred by club management.
However, they are open to broader concerns or additional suggestions and are committed to keeping supporters involved throughout the process through extensive discussions.
Fans will have one week to complete the survey and share their thoughts, while the club plans to conduct workshops online and in person to provide more context and gather input.
SunSport understands this process will not be rushed, with the current badge remaining for at least the next season.
Numerous clubs have altered their crests recently, receiving mixed reactions, leaning towards more minimalist designs.
This trend has also been embraced by fashion brands like Burberry, although teams such as Ajax in the football realm have reverted to more elaborate designs.
Newcastle statement
UPDATING our crest. Together.
As our club rises in prominence on the international stage, the emblem that represents us must evolve.
It should exhibit itself clearly and confidently across all platforms – from kits to screens to merchandise.
We’ve been pondering: how well does our current crest embody the club today? And how will it serve us moving forward?
It’s time to update our crest
This is not a hasty decision. We hold our crest dear. It’s iconic, having accompanied us through both memorable victories and trying times.
However, it was designed in an entirely different era. Its intricate design frequently struggles to translate in the modern digital landscape, making it difficult to reproduce accurately.
As football and the world change, so must the emblem that unites us.
That’s why we’re reaching out to you
This initiative is not about forsaking our history; it’s about advancing it with pride.
The crest is interwoven into our narrative, found on our jerseys and embedded in our hearts. It merits a thoughtful evolution, shaped by the voices of its admirers.
Tell us what matters most
Based on initial feedback, adjustments to the current badge should be minimal; hence our proposed strategy is to ‘Refine & Revive’.
After consulting with our Fan Advisory Board, we now seek your opinions.
What features should remain untouched? What should be modified? And how can we honor our past – not just by safeguarding it but by uplifting its essence for the future?
We invite Season Ticket holders and Members to express their views through an independent survey.
A link to the survey will be sent directly to these fans, with a deadline set for 5pm on Friday, 16th May!
Want to learn more?
We will be conducting a fan consultation workshop for Season Ticket Holders and Members on Wednesday, 14th May, both in person at St. James’ Park and online. This will provide further information on our approach and a venue for you to share your feedback.
A registration link will be included in the same email to indicate your interest in this event.
What happens once the survey concludes?
The Fan Advisory Board has suggested the wider fan base should have the chance to choose from various options in the subsequent phase of consultation.
This next stage will be completed through a separate survey, with dates to be announced.
*An independent third party, Savanta, will handle the collection of responses and relay the results to Newcastle United.
