Newcastle United gathered a handful of journalists and members of the fan advisor board in the club's Tidings suite at St James' Park this week to unveil the new badge. The suite, which opened in the summer, serves champagne and prawn sandwiches on match day, but on Wednesday it was used to show attendees the new crest and offer a sneak peek.
New crest designer kept secret from matchday neighbour
The new crest's designer, Kenneth McIver, a Leazes End season ticket holder, said he had to work hard not to spill the beans to his matchday neighbour Jim from the seat next to him. The Geordie told journalists: "Today is the last day of the old crest, and tomorrow is the first for our new design, which sounds exciting."
On the giant screen, an image of CEO David Hopkinson flicked up with a quote that has already caused quite a stir. The Canadian said: "By 2030, I see this club being in the debate about being the top club in the world." The quote attracted criticism before and after Newcastle had finished in a lowly 12th place, their worst since the takeover went through at this time of year in 2021.
Ambition undimmed despite criticism
Some observers felt it added pressure to the then-head coach Eddie Howe, and it also gave Matthias Jaissle just three years to move Newcastle back to the upper echelons of the Premier League. But Newcastle show no signs of trying to water down their ambition.
Before the presentation, the conversation among journalists had been about Manchester City, not if they would get punished for the 115 charges, more so when, and how severely, and how that would affect Newcastle. But the post-presentation chatter was about how Newcastle can start to chase down the top four or five.
Revenue push and crest replacement work
The answer is clear for many, and the only way to do so is by increasing the revenue pile. Before the club's kit manufacturers launch the next shirt, Newcastle will push out its own range of clothing with the new crest on. This is a clear ploy to drum up money off their own back, and it echoes the methods of clubs like Barcelona, who have their own clothing brand that doesn't see any manufacturer take a big cut.
Then there is the fact that the real hard work starts now with hundreds of club crests to replace around St James' Park, the KNOX training ground, the Academy and women's training HQ in Cochrane Park.
Hopkinson also said on launch day: "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."
Newcastle are on a journey from being an ambitious club to one that challenges at the top and wins more trophies. A new crest can be a major representation of that, and it is understandable why so much TLC has been used during this process. It is a far cry from the previous owner, Mike Ashley, allowing the training ground to end up in a state of such disrepair that the old crest spent a time hanging off the old training ground wall before plummeting to the car park floor. These are very different days now on Tyneside, and while the prospect of change can feel daunting, there is also that excitement that goes with it.
