The famous Newcastle badge is undergoing a major redesign, which is scheduled to adorn club kits and training apparel within the next couple of years. The updated designs, which some see as a controversial and unnecessary change, have been shown to club chiefs and won’t be signed off without fan approval.
Rollercoaster start to season at St James’ Park
Newcastle’s season has been one of contrast, with their Premier League form failing to replicate their strong European performances. A mixed start domestically has left them in 14th after a series of challenging fixtures. In the Champions League, however, the team has excelled with impressive wins against Benfica and Union Saint-Gilloise, which have put them in a strong position for qualification to the knockout stages. Summer signing Nick Woltemade has been a revelation up front, and Anthony Gordon has continued his influential form, particularly in Europe. The squad has also battled ongoing injury concerns for players like Sandro Tonali and Yoane Wissa. Howe has stated the team is "so close" to finding the consistency they need.
And Toon boss Howe has responded to Liverpool boss Arne Slot’s jibe that newcastle are a "small club". Howe said: "I don't think that's wise, for me to get involved in those discussions, I think. Alex (Isak) is no longer at this football club, so I won't comment on it. The set-up here is very good. It is not perfect, we've got things to improve and to grow. But the owners here have developed the facilities since I've been here very, very well and you can see there is building work going on currently to hopefully deliver even better in the future.”
AdvertisementGetty Images SportHistory etched all over iconic badge
Newcastle's club badge has primarily reflected the city's coat of arms, featuring the Norman-era castle and seahorses. In the 1970s, a crest with a magpie and the Castle Keep was introduced, followed by a simplistic "NUFC" design in the 1980s. The club eventually returned to a version based on the city's coat of arms in 1988, which has been used ever since. The badge is a traditional shield with a castle, a lion holding a flag, and two sea-horses as supporters. Its monochrome, black-and-white version is used for modern branding, representing the club's history and iconic stripes.
First badge update since 1988
United are progressing with plans to launch an updated club crest, though its introduction has been delayed until the 2027/28 season. In May the club announced intentions to "refine and revive" its iconic badge, which has been in use since 1988. The primary reason given is that the current intricate design is not well-suited for modern digital applications and merchandise. The club is conducting a consultation process with supporters, hosting workshops and surveys to gather feedback, but, this initiative has received mixed reactions from fans. While some recognise the need to modernise, others are concerned about losing their heritage and have voiced displeasure with the survey's phrasing. The club has stressed that the final design will not be a radical reinvention but a considered evolution of the current badge.
AFPFans fully involved in painstaking process
Following a fan advisory board meeting, the club said: "In the first consultation phase, fan engagement surveys showed a high response rate, with 84 per cent of fans wanting key elements of the current crest retained. Initial designs were then shared with ownership, who responded positively but requested further iterations. As per FA rules, fans must be presented with all options before a final decision is made. 86 per cent of fans indicated they understand the issues with the current crest in an independently run survey sent in May 2025. Michael McCarthy (from fan advisory board) highlighted the need to address the current information gap and ensure fans understand the process. Rajat Nayyar (member fan representative) welcomed the update and said further discussion would be needed before any decision is made."