Newcastle United has unveiled a new club crest for the first time since 1988 following a poll of supporters.

The Premier League club said the crest followed two years of comprehensive consultation.

Newcastle said 84 per cent of fans responded that the crest should be carefully updated rather than be redesigned from scratch.

A shortlist of three new crest options was produced, with more than 27,000 supporters participating in an independently commissioned poll.

The crest was ultimately backed by 64.8 per cent of 27,348 eligible supporters, which included men’s and women’s season ticket holders and Mags and Mags+ members. 

‘Our crest is drawn from Newcastle’s city coat of arms. Few crests in football are so deeply rooted in the place they come from, so supporters were emphatic about what should remain,’ Newcastle said of the design.

Newcastle’s redesigned crest will be used on the club’s kits from the 2027-28 season

Newcastle fans told the club to update, rather than redesign, the crest that has been used since 1988

‘Our castle, which inspires our name and has represented our brave city for centuries, has been fortified within our new crest design. It is sharper and more distinctive.

‘So too is our redesigned black and white shield, flanked by hippocampi – a mythological nod to our proud maritime history of building ships, inspiring trade and helping to shape the world.

‘And our demi-lion, pennon and ribbon bearing the club’s name have also been refined, adding balance and alignment to the overall structure.’

Regarding the previous crest, Newcastle said that the ‘limitations and flaws of a 38-year-old design have become obvious’.

The club said that ‘detail and uneven lines don’t show up as they should on modern platforms’, noting that elements ‘lose their shape and blur on phone screens, in broadcast graphics, in stitching, and at the scale and speeds that the modern world demands’.

Newcastle chief executive David Hopkinson said the new crest still honours ‘where we have come from’ and that it was right fans had the ‘final and decisive say’.

‘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,’ Hopkinson said.

‘The club has asked supporters questions that we did not know the answers to, and they told us plainly: protect what we have, keep the elements we love, and do not start again.

‘Every decision after that has been made inside the margins our fans drew, and it is only right that our fans have had the final and decisive say on the outcome.

‘Our crest came from the city’s own coat of arms, and it still does. 

‘It honours where we have come from, it represents who we are now, and it will become an iconic symbol for generations of supporters around the world who believe in it and unite behind it.’

The new crest is set to be progressively used across physical signage and digital and broadcast platforms over the coming months.

The crest will be used on kits for the 2027-28 season.