This is the new emblem design for Newcastle United in collaboration with Future Brand. Based on the coat of arms used since 1988, the castle, black and white shield, seahorse, lion, flag, and ribbon bearing the club name have been redrawn. While maintaining the existing symbols, the thickness of the lines and the balance between the elements have been adjusted.
The changes stemmed from issues evident on small screens and embroidery. The complex details and uneven lines of the previous emblem were distorted on mobile phone screens or in broadcast graphics. The new design refined the seahorse's body and mane, the castle's outline, and the ribbon's folds. It was tested on various materials and media to ensure the form is maintained across colors and solids, as well as large and small sizes.
The club conducted fan events, workshops, and surveys for over two years after beginning its review in 2024. Survey respondents chose to refine the existing text rather than replace it entirely. The design team led by Kenneth McIver created three final drafts based on the elements to be retained.
27,348 people, including season ticket holders and club members, participated in the independent vote. The finally selected Proposal C received 64.81 TP3T of the first-place votes. The remaining Proposals B and A recorded 19.01 TP3T and 16.21 TP3T, respectively. This is the process of determining the symbol to be maintained by the fans and selecting its final form.
The new emblem continues the composition derived from the coat of arms of Newcastle. The surname represents the city and the club's name, while the mythical seahorse represents maritime history, including shipbuilding and trade. The club plans to gradually apply the design to facility signage and digital and broadcast media over the next few months, and will begin using it on the 2027/28 season uniforms.
See more and sources
https://www.newcastleunited.com/en/news/introducing-our-new-club-crest
https://www.instagram.com/p/Dd9hkoqDpcM/
