Newcastle United have introduced a new logo for St James’ Park following the launch of a new club crest.
Newcastle United have followed up the launch of a new club crest by rebranding St James’ Park as well.
The old St James' Park sign outside of the stadium has been taken down and replaced.placeholder image
The old St James' Park sign outside of the stadium has been taken down and replaced. | Getty Images
The Magpies announced their new club crest on October 1 before removing the old club crest and St James’ Park signage outside of the Milburn reception on Barrack Road.
It has been replaced by a new typeface and abstract stadium logo. As things stand, the large Newcastle crests around St James’ Park remain as the 1988 to 2026 design.
St James' Park sign changeplaceholder image
St James' Park sign change | NW
The changes come as part of a wider branding strategy regarding Newcastle’s home stadium.
This was officially confirmed in public when St James’ Park’s verified Instagram account changed its profile picture to the new St James’ Park logo.
But the logo itself and the change of the signs outside of St James’ Park have divided opinion.
One fan wrote: “What on Earth is that logo? That is diabolical.”
Another said: “It’s a logo for St James Park, and the silhouette is from the roofing of the stadium. Giving the stadium a brand as such might make it more marketable to things like live events.”
As with the crest, the change of the St James’ Park logo was also questioned.
“I loved the old logo. Instantly knew what it was. This is bizarre, but the old logo wouldn’t make sense post new stadium/expansion,” a supporter commented.
“Abomination, whatever the intent. Miserable fail,” a disappointed X user posted.
“It's horrifically bad, modern crap, probably made by AI, it's shameful and does not represent the city, club or fans,” another wrote.
People also questioned why the wall behind the new sign was not washed before it was installed, with the outline of the previous sign still clearly visible.
Several supporters were also in denial, suggesting that the logo was merely a support bracket for a new logo to be installed. But as revealed by the Gazette and NewcastleWorld and confirmed by St James’ Park’s official Instagram account, it is indeed the new stadium logo.
“The issue I have is that the stadium is the home of our football club, it’s not simply a corporate venue,” an X used commented. “Why does the standalone SJP logo need to be on there instead of our actual crest?”
It follows a wider strategic plan over the future of St James’ Park and promoting the stadium as a brand itself.