The Magpies have spent two years producing a new crest and the pages of history are turning quickly behind the scenes
David Hopkinson
Newcastle United CEO David Hopkinson
Newcastle United this week gathered a handful of journalists and members of the fan advisor board in the club's plush new Tidings suite tucked in the corner of St James' Park.
The suite, which was opened in the summer, serves champagne and prawn sandwiches on match day, but on Wednesday it was used to show attendees the new badge and offer a sneak peek. The new crest's designer Kenneth McIver, a Leazes End season ticket holder, says he had to work hard not to spill the beans to his matchday neighbour Jim from the seat next to him!
But the Geordie told journalists: "Today is the last day of the old crest, and tomorrow is the first for our new design, which sounds exciting." He's actually not wrong because the weather outside switches from late summer to early autumn, and the leaves flutter into the area surrounding the stadium from Leazes Park; we are witnessing a moment in time.
On the giant screen, an image of CEO David Hopkinson flicks up with a quote that has already caused quite the stir when the Canadian said: "By 2030, I see this club being in the debate about being the top club in the world." It attracted criticism before and after Newcastle had finished in a lowly 12th place, their worst since the takeover went through at this time of year in 2021.
Some observers felt it added pressure to the then-head coach Eddie Howe, and it also gave Matthias Jaissle just three years to move Newcastle back to the upper echelons of the Premier League. But here we are, and Newcastle show no signs of trying to water down their ambition.
Before the presentation had taken place, the conversation and chatter among journalists had been about Man City, not if they would get punished for the 115 charges, more so when, and how severely, and how would that affect Newcastle. But the post-presentation chatter was about how Newcastle can start to chase down the top four or five.
The answer is clear for many, and the only way to do so is by increasing the revenue pile. Before the club's kit manufacturers launch the next shirt, Newcastle will push out its own range of clothing with the new crest on.
This is a clear ploy to drum up money off their own back, and it echoes the methods of clubs like Barcelona, who have their own clothing brand that doesn't see any manufacturer take a big cut.
Then there is the fact that the real hard work starts now with hundreds of club crests to replace around St James' Park, the KNOX training ground, the Academy and women's training HQ in Cochrane Park.
Newcastle fans want the best for their beloved club, and Hopkinson appears keen to drive those standards, also saying on launch day: "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."
Right now, Newcastle are on a journey from being an ambitious club to one that challenges at the top and wins more trophies. A new crest can be a major representation of that, and it is understandable why so much TLC has been used during this process.
It is a far cry from the previous owner, Mike Ashley, allowing the training ground to end up in a state of such disrepair that the old crest spent a time hanging off the old training ground wall before plummeting to the car park floor.
These are very different days now on Tyneside and while the prospect of change can feel daunting, there is also that excitement that goes with it.
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