Newcastle United is preparing to change its club crest for the first time in over three decades, with supporters set to vote on a new design. The current emblem, in use since 1988, is slated for an update as the club believes it is not well-suited for modern applications.
The club stated that the intricacies and irregularities of the existing crest make consistent, high-quality reproduction difficult across digital platforms, broadcast environments, and merchandise. These plans for a crest update were first announced in May 2025.
Newcastle has engaged with its fan advisory board and surveyed 19,500 members and season ticket holders to gather feedback. The results of this survey have informed the potential design options that will be presented to voters. A significant majority, 84% of those surveyed, indicated a preference for honoring the club's heritage rather than undertaking a complete overhaul of the crest. Supporters also identified key elements of the current badge they wished to see retained, including the castle, seahorses, black and white shield, and ribbon.
Eligible voters, comprising season ticket holders, members, and individuals who purchased at least two women's home match tickets last season, will have a two-week window in August to cast their vote on their preferred design.
Some supporters have expressed reservations about the process. One fan suggested the need for a "none of the above option," while another voiced concern that the club was proceeding with changes regardless of fan sentiment. This perspective suggests that new crests might represent a simplified, homogenized aesthetic.
Conversely, other fans acknowledge the necessity of evolution. One supporter highlighted that the club appears to be consulting fans, contrasting it with a potentially "soulless, corporate design." Another fan, while fond of the existing badge, recognized that "things change" and that brands must adapt to modern demands. This viewpoint suggests that the club is attempting a respectful approach to what is seen as an inevitable evolution.