NEWCASTLE UNITED have begun consultations with supporters to create a new club crest.
The North East club sent out a survey on Friday to fans over plans to either refine, revise or completely reinvent their current badge.
’s current shield crest design was introduced in 1988, the third since the 1950s, but there a number of issues regarding its use in branding and marketing have emerged over modern times.
That was based on the city’s 1860s coat of arms – something marketing bods want to respect and keep at the heart of it.
It features a shield in the club’s black and white colours with a gold trim, with two sea horses (hippocampi) included in a nod to the city’s Roman past.
Though, the castle, lion and flag that it’s holding are where some of the main issues arise.
There are issues with the details regarding both embroidery and in marketing corners as it is a struggle to see clearly what sits upon the castle on the shield.
The hooves of the horses do not interact or are symmetrical on the shield.
In all, they feel that it’s a poor execution of the club crest no matter what technology or embroidery experts are used.
Now initial plans have been put in motion over what will be a delicate and sensitive piece of work starting with the survey sent out to fans.
Newcastle want to ensure that story of the club, community and people remain at the forefront of a new design that represents who the club are and want to be in the future.
There will be three options for the Toon Army to consider in the feedback – Refine, revise or reinvent.
Its main purpose is to see how important the castle, lion, flag and ribbon is to supporters.
The first two ‘Rs’ are understood to be the preference of club chiefs.
Though they are open to any wider concerns or further add-ons suggested and are determined to keep fans at the heart of the process and will remain in thorough and deep consultation process with them.
Fans will have a week to respond to today’s survey and give their feedback while the club will host fan workshops both online and in person to provide more info and get more feedback.
SunSport understands it won’t be a rushed process and that the current badge will remain for at least next season.
A host of clubs have changed crests, to very different responses, over recent years to a more minimalist look.
That has followed a trend by fashion designers such as Burberry – although they and even the likes of in the football world have since gone back to a more intricate look.
