Newcastle United have revealed the first image of their new crest with CEO David Hopkinson claiming the refined badge will become ‘iconic’ for future generations across the world.
The badge will be used immediately by the club, but, importantly, will only be placed on kits for the 2027/28 season. However, it may well be debuted on the final day of the current campaign.
More than two-thirds, around 64%, of the 27,348 fans who voted on the decision chose the above version.
‘Culmination of more than two years of consultation’
A club statement confirming the reveal said: “Our new crest is the culmination of more than two years of comprehensive consultation, including supporter events, focus groups, workshops and surveys.
“We’ve consulted leading industry experts on the challenges presented by our existing crest and how we can evolve in line our world-class ambitions. And we’ve taken our research out to thousands of fans around the world to discuss and scrutinise it, and to listen to feedback.
“Now, after creating a shortlist of three new crest options and commissioning an independent poll completed by more than 27,000 supporters, our new crest has emerged as a clear winner with two-thirds selecting it as their first choice.
“The new crest will be used from today and will be put in place progressively across physical signage and digital and broadcast platforms over the coming months. It will be in place on our kits for the 2027/28 season, and we’ll bring supporters news very soon on exciting new retail options.”
Badge change divisive - but Hopkinson seal of approval
The process has divided the NUFC fanbase with many pushing against the move for change. Others are keen to embrace it, however, and it’s fair to say CEO Hopkinson is in that camp.
Speaking on the reveal, he said: “I have never worked anywhere that feels as proud and passionate about its crest than the way this club does, so this body of work is an enormous privilege and responsibility for all of us.
“The club has asked supporters questions that we did not know the answers to, and they told us plainly: protect what we have, keep the elements we love, and do not start again.
“Every decision after that has been made inside the margins our fans drew, and it is only right that our fans have had the final and decisive say on the outcome.
“Our crest came from the city’s own coat of arms, and it still does. It honours where we have come from, it represents who we are now, and it will become an iconic symbol for generations of supporters around the world who believe in it and unite behind it.”
Kenneth McIver, the club’s chief creative officer, said: “As a lifelong fan, our crest was the thing I covered my schoolbooks in. It’s the crest I watched my heroes playing in during the 80s and 90s, so helping to shape the future of our crest is an incredible honour.
“Our new crest has been crafted with the utmost respect for our heritage and identity, and with our vision and ambitions in mind. Every line has been drawn, redrawn, reviewed, and tested across so many formats, textures and platforms, and it delivers.
“Nothing has been changed simply because it could be. The message from fans has been consistently clear, and every element is geared towards producing a crest that will continue to connect and inspire people for many years to come.
27,348 eligible supporters completed the polling process, including men’s and women’s season ticket holders and Mags and Mags+ members. The winning version got 17,710 votes.
Glad the decision has been made. The crest looks a cleaner design which will help with replicating it. Happy that it has kept the original components of the current badge that’s our history.🖤🤍