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Newcastle United has announced plans to redesign its club crest ahead of the 2026-27 season, a move that has sparked strong reactions among supporters. The club cited the need for a modern, digitally adaptable symbol as it seeks to increase its global visibility.
Club executives at St James’ Park have deemed the current crest—based on the city’s original coat of arms and in use since 1988—too intricate for the demands of digital branding. Designers are now working on a new version in consultation with fans, marking what will be the fourth iteration of the badge since the 1950s.
The current emblem, which features two seahorses, a lion, a castle turret, and the St George's flag, holds deep historical resonance for many supporters. Its potential replacement has led to disappointment for some.
In a message sent to fans, the club stated: “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.”
The message continued, “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. It’s 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.”
As part of a week-long consultation, season ticket holders and club members are being asked to offer feedback and will be able to vote on a range of design options. The fan advisory board has already been consulted, with assurances that any changes will not be radical. “Refine and revive is our recommended approach,” the club added.
Despite reassurances, many fans are voicing concerns. Chris Tate, who runs The Back Page, a sports memorabilia store in the city, echoed this sentiment. “one of the best emblems in the world,” he said. “The design captures the history of the city. We've got the black-and-white stripes and it's instantly recognisable. I really don't know how you can improve on it.”
The Newcastle United Supporters Trust (NUST) has also weighed in, raising concerns about the consultation process. In a letter to CEO Darren Eales, the trust criticised the survey sent to fans, describing it as “framed in an incredibly leading manner throughout” and questioned its validity in gauging true supporter sentiment.
Citing FA rules, which require proof that a majority of supporters back any significant crest changes, the trust urged the club to issue a new, neutrally worded survey with an option to reject any redesign.
"As the crest is a recognised Heritage Asset and a vital symbol that unites our city, we simply ask that the consultation process strictly adheres to FA guidance," the NUST added.
While the final design remains undecided, the debate surrounding it has highlighted the emotional weight a football crest can carry—for many, it’s more than a logo; it’s a living symbol of community, history, and identity.
Featured Image Credit: Pixabay / jorono, Unsplash / Terrace Grain, Pexels / César O'neill
