Newcastle launch plan to redesign iconic club badge as 'intricate design' deemed unfit for 'digital world'

The club have deemed the current crest's "intricate design" is not fit for the modern, "digital world" and that a simpler logo is needed. As part of the rebrand, the Magpies have asked season ticket holders and club members for their ideas on which elements of the classic design - which was first used in 1988 - should remain and how a new look can help celebrate Newcastle's history.

Newcastle have redesigned their badge on three previous occasions since the 1950s before the current crest based on the city's coat of arms. A survey will be sent out to fans for their ideas on what the new one should look like.

"As our club grows on the global stage, the symbol that represents us needs to be able to keep pace. It needs to show up clearly and confidently across everything - from kits to screens to merchandise," Newcastle announced.

"This isn't a decision we take lightly. We love our crest. It's iconic and has stood us through unforgettable triumphs and testing times. But it was created in a different era. Its intricate design doesn't always translate well in today's digital world. And it's difficult to reproduce it clearly and consistently. As football and the world changes, so too must the symbol that unites us."

A third party will collect the survey responses before the next phase of the plan. Meanwhile, the St James' Park side are fourth in the Premier League and face Chelsea, who are fifth, on Sunday.