Newcastle United Rebrand & Brand Identity

Newcastle United is the football club based at St James' Park in Newcastle, with men's and women's teams. Its 2026 rebrand by FutureBrand keeps every element of the crest used since 1988, the castle, the striped shield, the hippocampi, the lion and pennon and the ribbon, and redraws them with simpler, more even lines. Chosen by more than 27,000 supporters in a poll, the update fixes a crest that blurred on phones, broadcast graphics and stitching.