Newcastle United’s controversial crest ‘for the modern era’ according to AI will divide supporters

Newcastle United dropped the bombshell news that the iconic club crest is set for a revamp. The move has divided supporters - with critics suggesting the change is unnecessary while questioning the consultation process.

Newcastle United Supporters Trust (NUST) issued a strongly worded statement to Toon CEO Darren Eales - referencing the FA guidelines on heritage assets. Some agree that the move is a necessary checkpoint for an ambitious era under Saudi-backed ownership.

Season ticket holders and members have a week to submit their thoughts on what the new design should feature. The Magpies’ current crest has been adopted since 1988 - making it the oldest in the Premier League.

A club statement confirmed “updates to the current club crest should be minimal”, with a “Refine & Revise” policy rather than wholesale change. This leaves little room for Newcastle to revert to one of the two trendy badges from the 1980s.

AI-generated Newcastle United crest

NewcastleWorld has called upon AI to design a crest fit for purpose. The specification put to Grok read: “Can you create a Newcastle United crest that is tailored for the modern era?” Here was the result, as well as the description given which, bizarrely, does not fit the criteria...

Core symbols

“Keep the iconic elements from the current crest—two seahorses, the shield with black and white vertical stripes (reflecting the team’s kit), and the castle representing Newcastle’s history.

“The lion atop the castle, holding a flag, should also remain as a nod to tradition. The result should feel fresh and forward-looking while honouring Newcastle United’s rich history and fanbase.

Simplified design

“Streamline the shapes for a cleaner look. Reduce intricate detailing on the seahorses and castle to make the crest more scalable for digital use, like apps or social media. Use sharper, minimalist lines while maintaining recognisable features.

“Ensure the crest works in both full-colour and monochrome versions for branding flexibility. A simplified version (e.g. just the shield and stripes) could serve as a secondary logo for merchandise or minimalist applications.

“Stick to the traditional black, white, and gold, but consider a subtle gradient or metallic sheen on the gold elements to give a modern, premium feel. The blue ribbon with “Newcastle United” can be updated with a bolder, more modern font—perhaps sans-serif for readability.

“Update the text on the ribbon to a sleek, modern typeface that’s easy to read at small sizes. Consider placing the text in a more dynamic, curved layout that complements the shield’s shape.”

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