Newcastle United supporters are being asked to choose a new club crest for the first time since 1988 – a vote that comes as the club face a separate battle to keep midfielder Bruno Guimaraes from Arsenal’s grasp.
The existing emblem, a familiar sight on black-and-white shirts for nearly four decades, remains popular among fans. But the club argues it “struggles to perform in a modern setting”, pointing to “intricacies and irregularities” that make “consistent, high-quality reproduction impossible – from modern digital platforms to broadcast environments and merchandise”.
“Newcastle United fans to vote on new badge as Arsenal pursue Bruno Guimaraes in £75m transfer battle.”
Plans to update the crest were first publicly mooted in May 2025. Since then, Newcastle have discussed “potential routes forward” with the fan advisory board and surveyed 19,500 members and season ticket holders. The feedback was clear: 84% of those surveyed insisted the club should “honour our heritage” rather than completely overhaul the design. Supporters ranked the castle, seahorses, black and white shield and ribbon as the most important elements to retain.
Eligible voters – season ticket holders, members and anyone who bought tickets for two or more women’s home matches last season – will pick their favoured design during a two-week window in August. But some supporters remain sceptical. Ian suggested the ballot should include a “none of the above option”. Matt accused the club of pressing ahead regardless: “It’s hard to say supporters are getting their say when the club came out and said this is happening whether anyone likes it or not.” He warned that new crests “represent a simplified, homogenised version of everything that has ramped up post-Covid … a stripped-down version of a crest that is more caricature than representative of anything meaningful.”
Others are more conciliatory. Phil noted the club “at least seem to be listening to fans instead of barrelling into some soulless, corporate design”. Andy, who “loves” the existing badge, acknowledged “we have to understand that things change” and said Newcastle appear to be “trying to go about it in the right, respectful way”.
While the badge debate plays out, the club’s transfer window is no less turbulent. Arsenal have reportedly stepped up their efforts to sign Guimaraes, the 28-year-old Brazil international who remains under contract at St James’ Park until 2028. The Times has reported that Arsenal have opened talks with Newcastle over a deal for the midfielder. The Gunners had previously made clear they would pay up to £60 m, but Newcastle are understood to be holding out for £75 m – a figure that would force Arsenal to revise their plans.
A separate report from The Telegraph has claimed Newcastle are “mystified” by suggestions that talks have begun. Still, if Arsenal were to offer around the £75 m mark, it would give the Magpies something to think about – particularly after they have already sanctioned two major sales this summer. Sandro Tonali joined Tottenham Hotspur for £100 m, while Anthony Gordon moved to Barcelona for £69 m.
Arsenal, preparing to defend their Premier League title, have also agreed a deal to sell Leandro Trossard to Besiktas for about £17 m and recently secured an improved sponsorship with Emirates believed to be worth around £70 m. Their pursuit of Guimaraes comes as another target, Morgan Rogers, is expected to join Chelsea for £117 m.
Guimaraes was part of the Brazil squad that reached the World Cup last-16 before losing to Norway. He is now on a summer break and due to return for pre-season – whether that will be in black and white or red remains to be seen.