Newcastle’s new club badge: CRAIG HOPE gives his verdict – a Mike Ashley-esque betrayal or fresh start for a cluttered, ever-changing crest?
When the notification came that Newcastle’s brand team would talk us through an imminent club announcement, the suspicion was that a change of crest would be revealed.
My initial thoughts? It all felt a bit Mike Ashley. The former owner flirted with changing the stadium name and did not feel the love of the Toon Army. It strengthened their resolve to march him out of town.
There are few clubs with such sentiment for their past, for the traditions that make Newcastle United unique. From the black and white stripes to the cathedral on the hill, the ‘brand’ is already recognisable the world over.
The suspicion was right. Newcastle’s brand team confirmed on Friday morning that the club crest would be changing.
But listening to the reasons as to why, it did not feel like such a betrayal after all. The practical issues of producing such an intricate badge – seahorses, castle turret, lion, flag – mean that quality is often low and consistency invariably variable. As a dad of three boys with drawers full of Newcastle kits, I appreciate that.
The badge can look different from jersey to jersey and, because of its complicated design, it is no longer woven into the shirt, attached instead like a sticking plaster. Too hot a wash, mum, and it could come off.
Newcastle’s current badge, which has only been in effect since 1988
My initial feeling? It all felt a little bit Mike Ashley. The former owner flirted with changing the stadium name and did not feel the love of the Toon Army
There are few clubs with such sentiment for their past, for the traditions that make Newcastle United unique
From the black and white stripes to the cathedral on the hill, Newcastle’s ‘brand’ is already recognisable the world over
When Newcastle travel around the UK, meanwhile, they are often met in hotels and opposition stadiums with multiple iterations of their crest – it just depends which version has been copied from a Google search. It’s had the club’s marketing gurus weeping into their skinny lattes.
Take a closer look, too, and is the crest not too busy? It’s a bit Game of Thrones this medieval mash-up. The seahorses have little relevance to the modern day and the lion is so small that it does not really serve its purpose as a lion.
It’s a nice badge, packed with historic symbolism, but irreplaceable in 2025? I think not. Don’t forget, this version has only been in existence since 1988.
Before that, there were three crests in 12 years. Indeed, the current crest was relegated in its first season!
The process will now follow a week of consultation with season-ticket holders and members. That is sensible, given the risks of opening it up to everyone (Sunderland fans could vote en masse for black cats to replace the seahorses…).
After that, options will be presented to supporters and there will be an opportunity to vote on their favourite design. It will only come into use from the 2026-27 season.
Don’t forget, this version has only been in existence since 1988 – here Peter Beardsley shows the badge that was in effect from 1983 to 1988
Beardsley in 1983, the final year of the club crest that had a magpie and Castle Keep on it
Malcolm MacDonald in 1974, wearing the crest that was Newcastle’s from 1969 to 1976
And is the true brand of Newcastle United not what rests in literal terms on your heart, but the soul that sits beneath it?
As the saying goes, you can change your partner, your friends and your job, but you can’t change your football club.
A change of badge should not change much at all. Let us wait for the redesigned options, but I’m OK with the proposal, and I’m sure my boys will be too.
So long as mum doesn’t put their jerseys in the wash with the reds…
