Our crest is more than just a badge. It embodies who we are and where we come from. It symbolises our community, our values, our history, and the connection shared by every person who has ever worn it or felt it as their own.

Since 1988, it has been present through Newcastle United’s most defining moments. Through ups and downs, silverware and European competition. It adorns homes, cars and workplaces across the world, and for many, it is permanently marked on skin.

It is with that shared history, and with the deepest respect for what this crest means, that we recently undertook a comprehensive review – one that forms part of a wider examination of every aspect of Newcastle United as we build a future of sustainable success.

That review began with an honest question: does our crest serve this club as well as it deserves?

Answering it has been a careful, considered process, and we are now ready to share the steps we have taken, and outline what comes next as we make our next decision together.

For more details, visit our crest landing page here.

Why change?

We have been transparent about a basic challenge: our current crest, designed in the late Eighties, struggles to perform in a modern setting.

Its complexity affects how we show up. Its intricacies and irregularities make consistent, high-quality reproduction impossible – from modern digital platforms, to broadcast environments and merchandise.

In an increasingly competitive global landscape, it constrains our ability to represent this club to the standards it truly deserves.

But it’s not just a question of competing commercially, it’s also one of pride.

This is not change pursued for the sake of it. Evolution is essential, ensuring our crest remains authoritative, legible, and unmistakably Newcastle. Not just for supporters today, but for every generation that follows.

What we've done so far

Over the past two years, we have committed to a process built around your voice.

We’ve met with a wide range of audiences. We’ve hosted dedicated supporter events and focus groups, commissioned independent research across thousands of fans globally, and we’ve sense-checked the challenge and potential routes forward with our Fan Advisory Board.

Alongside this, we have completed detailed technical and design evaluations, examining potential options for every facet of our crest to establish what has endured and what requires refinement.

What you told us

Responses throughout have been clear: simplify and protect what already exists. Do not reinvent and do not start again. Craft an elegant, flexible, modern visual identity, but only if the club's core heritage is protected.

When asked, four out of five supporters have acknowledged the practical limitations the current crest presents even while appreciating how deeply it is loved.

84% of respondents confirmed they favour updating the existing crest to honour our heritage, rather than pursuing a wholesale overhaul.

Building on our strengths

Our crest was derived from Newcastle's historic coat of arms, making it one of the most authentically rooted badges in football. Accordingly, responses were equally definitive about what must be preserved.

The castle was overwhelmingly identified as the most essential element of our crest. After all, it’s in our name and has been a symbol of our city for centuries.

The shield, rendered in black and white, remains immediately recognisable.

The seahorses – enduring symbols of our immeasurable maritime contribution to the world – should remain.

And as we shape up, no generic circular badge. No change for change's sake. Retain the ribbon. Honour our history.

Collective feedback tells us that these are not just design components. They are symbols of our collective identity that have endured across generations. Every decision in this process has been guided by that mandate, and that is why we are determined to protect them.

What happens next

This is your club, and your voice will continue to shape what comes next.

In August, we will hold workshops with key fan groups to hear where we are, what you’ve told us, and what happens next. We will also host sessions, in person and online.

Have your say

In early August we will open a formal poll of crest options to all eligible supporters, placing the opportunity to feedback where it belongs: with you.

Eligible Supporters will consist of Men’s and Women’s Season ticket holders, Mags and Mags+ members as of 18 July 2026 and anyone who purchased tickets for two or more women’s matches during the 25/26 season at Gateshead International Stadium.

We acknowledge that not everyone is eligible, but we must also ensure we safeguard the process from external influences and protect the genuine views of supporters.

Ahead of the poll, we will communicate with full transparency across all official club channels and through direct correspondence, ensuring every supporter understands the options and the process.

Don’t miss out

To make sure you can participate in the poll, please confirm your contact details and account preferences are up to date by logging in at newcastleunited.com.

Whatever crest we carry forward together, it will be grounded in the same history, shaped by the same values, and bound by the same extraordinary connection that has always defined our city and club.

We are Newcastle. We are United.