NUFC aim to hold dialogue with fans over change of badge as crest ‘doesn’t translate well in today’s digital world’.
NUFC have risked upsetting some supporters by announcing plans to redesign the club’s badge for the 2026-27 season.
Newcastle is working with designers and consulting fans as they start revamping a symbol they believe has become outmoded after St James’ Park administrators decided the 1988 crest is too ornate and unfit for the demands of global digital branding.
This new design will be Newcastle’s fourth crest since the 1950s. The city’s original coat of arms is featured on the current badge.
Supporters will be saddened by its loss. The city’s maritime and defensive customs are reflected in the two seahorses on the coat of arms, which also has a lion perched atop a castle turret and flying the flag of St. George.
“As our club grows on the global stage, the symbol that represents us needs to be able to keep pace,” the club said in an email to supporters on Friday, when Newcastle officials emphasised that a week-long consultation process would involve fans submitting their preferences regarding the new badge before being allowed to vote for one of a number of options. “It needs to show up clearly and confidently across everything from kits to screens to merchandise.
“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.”
After consulting with the club’s fan advisory council, they were reassured that drastic changes were unlikely. “Our recommended approach is to refine and revive,” the email sent to supporters on Friday stated. It is acknowledged that there are very little visual allusions to Saudi Arabia, Newcastle’s home country, in the design.