THE STRATEGY
In 2021, Newcastle United Football Club was acquired by a consortium including the Saudi Public Investment Fund (PIF), PCP Capital Partners, and the Reuben Brothers. This shift in ownership was also marked by renewed investment in the commercial side of the club, management, kit deals, and increased funding for player transfers.
The landscape shift drew my attention almost instantly. The current Newcastle United badge struggles in two of the areas most vital to its application: visibility on the jersey and scalability for web use. My goal was to approach these key areas with a mark that is clean and approachable. I started with the tower shape, carrying it forward from the current badge. The tower in the reimagined badge is formed by the negative space of the club's iconic stripes. The heart and soul of the new badge is the Magpie. Newcastle's mascot has not been represented in the crest since 1988. Here, the magpie takes center stage.
THE CREATIVE
