Newcastle United have started removing the old crest and installing updated signage featuring the new club crest and separate stadium branding across St James' Park. The physical rollout follows the official launch of the new badge last week, with fresh logos now visible on Barrack Road and at the steps to the Leazes End. The club, currently ninth in the Premier League, is modernising its visual identity as part of a broader stadium investment this summer. Eddie Howe's side have taken eight points from their first five matches, scoring 11 goals in the process, but have conceded 10. Their recent form includes a 3-0 win over Tottenham Hotspur, a 2-2 draw with Manchester City, and a 1-0 loss to Brighton & Hove Albion.
Design inspired by stadium architecture
The new stadium logo, which replaces a decade-old design, takes its bold, geometric shape from the iconic cantilevered glass roof built at St James' Park between 1999 and 2000. This change accompanies the new club crest, which was selected after over two years of fan consultation. "Our new crest is the culmination of more than two years of comprehensive consultation, including supporter events, focus groups, workshops and surveys," Newcastle United said in a statement last week. An independent poll of more than 27,000 supporters saw the chosen design emerge as a clear winner.
Wider matchday upgrades underway
This branding refresh is one element of significant summer work at the ground. A brand-new pitch has been installed, alongside upgraded floodlights, new replay screens, and a completed £10m hospitality transformation. Ongoing work to improve 5G connectivity for fans is also in progress. The club states these enhancements are aimed at improving the matchday experience and capitalising on commercial opportunities, with St James' Park set to host events for UEFA EURO 2028.
Updated signage has also appeared at the media centre, now branded 'The KNOX' to promote the club's training ground and shirt sponsor. Lamp posts around the stadium, previously featuring images of Nick Woltemade, now display new graphics of Malick Thiaw and Harvey Barnes. The new crest will be progressively implemented across all physical and digital platforms in the coming months and will debut on Newcastle United's kits for the 2027/28 season. The team's next challenge is an away trip to face Coventry City on 12 October, with fans able to track the full schedule on the club's fixtures page.
The original report is at Chronicle Live
