Snippet of 'Updating our Crest. Together' email from Newcastle United. (Image: NUFC)
Snippet of 'Updating our Crest. Together' email from Newcastle United. (Image: NUFC)
LET'S talk about the badge
On Friday just gone (May 9), in the lead up to one of Newcastle United's most imperative games of the season against Chelsea, the club made the interesting decision to put out a certain survey, which has received mixed reactions to say the very least...
The survey, which was attached in an email titled "Updating our Crest. Together", was sent out to season ticket holders and members. It asked for the thoughts of fans on what they would like to see updated on the crest.
Along with the survey, the club also included a statement to fans, which said: "As our club grows on the global stage, the symbol that represents us needs to be able to keep pace. 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. Its intricate design doesn’t always translate well in today’s digital world. And it’s difficult to reproduce it clearly and consistently.
"We’ve spoken to our Fan Advisory Board, now we want to hear from you. What should stay the same? What needs to be updated? And how can we embrace our history – not just by honouring it, but by preserving its spirit and building on it, so we can thrive in the years ahead?"
Crucially, an aspect that the survey missed out, was an option for people to say that they wanted to make no changes to the badge and they want to keep it the way it is.
Newcastle chief executive Darren Eales.
Newcastle chief executive Darren Eales. (Image: Nick Potts/PA Wire)
As pointed out in an open letter by the Newcastle United Supporters Trust, to CEO Darren Eales, the survey sent out by the club, does not satisfy Clause M9 of the Football Association’s Rules of the Association, which states: "A club must be in a position to evidence that the majority of its supporters are in favour of a material change to its club crest prior to making any such change."
In the letter, the supporters' trust said: "The survey is framed in an incredibly leading manner throughout, and it is hard to see how any meaningful fan engagement or reliable conclusions can be drawn from it.
"As it stands, the survey is not able to provide information on whether the majority of our supporters are open to the idea of making a material change.
"To comply with FA rules, we strongly urge you as a club to provide a new survey, written in a neutral tone and to include an option for supporters to indicate that they do not wish to pursue any change at all."
All of this dialogue came before arguably, Newcastle's most important league game of the season.
"I think every game we’ll have between now and the end of the season probably becomes our biggest game of the season," Eddie Howe said during Saturday's (May 10) press conference before the game.
"Maybe you could debate the cup final up there with it, but now that’s gone and that’s behind us.
“We know the importance of where we finish in the Premier League and we’re doing everything we can to finish as high as we can."
Newcastle United's Bruno Guimaraes celebrates scoring their side's second goal of the game during the Premier League match at St James' Park, Newcastle. Picture date: Sunday May 11, 2025.
Newcastle United's Bruno Guimaraes celebrates scoring their side's second goal of the game during the Premier League match at St James' Park, Newcastle. Picture date: Sunday May 11, 2025.
(Image: Owen Humphreys/PA Wire) Luckily, in beating Chelsea 2-0 on Sunday (May 11), Newcastle delivered a vital win in the race for Champions League football. I was at St James' Park on Sunday to bear witness to what was a shocking game of football, but a pivotal result nonetheless.
I thought the atmosphere was electric at the weekend, especially before the game and in the first half. I think it had a hugely catalytic impact on the final score, especially when you consider Sandro Tonali's early, two-minute goal and Nicolas Jackson's fiery 36th-minute red card.
Although this didn't happen, knowing Newcastle United and the club's history of capitulation, it's quite easy to picture a scenario where the timing of the Newcastle crest survey could have had a cataclysmic effect on the club's season, as opposed to a positive one.
Ben Robson, a Hexham-based Newcastle fan who has a season ticket in the Gallowgate stand, said: “Changing the crest was something I always expected to happen eventually. When you look at our crest compared to others, it does have a lot of fine detail on it, which I get, is difficult to translate at times.
"The crest has changed before and it’ll change again, and I think there’s definitely a sprinkle of Geordies getting overly attached to something in there.
Newcastle United fan Ben Robson.
Newcastle United fan Ben Robson. (Image: Ben Robson)
"But my main issue is I just think the announcement was timed so poorly. Why not wait till the end of the season? It seemed ridiculous to take the risk of having negative chat around the club at this stage of the season, when everything needs to be hyper focused.
"I’d need to see a few draft logos of the new crest, to have an opinion on it, but essentially I don't massively object to it, but think the whole thing was timed awfully."
Personally, I love our crest. It has sat proudly on Newcastle United's strips since 1988. It is an ode to the Newcastle City Coat of arms, which has been in use since at least the fourteenth century.
Newcastle Coat of arms.
Newcastle Coat of arms. (Image: Wikipedia)
The Coat of arms features three silver castles on a red shield, which are supported by two seahorses. It represents the city's history, including its Norman-era castle and seafaring heritage.
The current Newcastle United badge illustrates that element of history well. That's not to say other crests that have become the insignia of the club pre 1988 weren't emblematic, because they were. The crest from 1969-1976, was an even closer design to the Coat of arms.
I just believe that our current badge is now iconic. It was atop the shirts of players when Newcastle beat Liverpool in March - it was front and centre of Keegan's legendary brown ale kits - the badge has such a connection to fans and is now synonymous with the club. To cite a conventional phrase by American businessman Burt Lance: *"*If it ain’t broke, don’t fix it".
The next step in the crest change is a *"*consolation workshop", that Newcastle is holding at 6 pm on Wednesday (May 14). NUFC has said that the event will: "provide more detail on why we’re undergoing this process and provide you with an opportunity to share your thoughts."
So, for now, we will have to wait and see what happens with the crest. Although it looks like change is a done deal, Leeds United's badge had to be quickly reverted back, after a unanimous fan outcry in 2018.
I think the most important factor right now is getting Champions League football. Let's just hope that the noise doesn't at all unravel what has been a superb season for Newcastle United.
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