Newcastle United change old crest for new logo outside St James’ Park… but what actually is it?

Following Newcastle United’s new club crest announcement earlier this week, which saw the club shift to a modernised, more easily scalable version of their previous badge, the club have begun to make the necessary adjustments to reflect the change.

One of those came today, with the badge next to the St James’ Park sign outside the Milburn stand being removed and replaced.

What was it replaced with you ask? Well… I don’t think anyone really knows.

The mysterious logo

Next to the outline which acts as a memorial of where the previous badge used to be now sits a curious new logo that doesn’t seem to have any obvious significance.

There has, of course, been a wave of speculation regarding what it could signify. A new sponsor? A new club logo that wasn’t released in the announcement? Or is it just something completely random made up by the club.

Well, we can’t be sure, but a quick search would suggest it isn’t the logo of any known brand, or really have any other known significance. Whether it is a new iteration of club branding is unknown right now, but that does seem like the most plausible option at present.

Part of the stadium turned logo?

I actually think there isn’t as much to read into it as people might think.

Of course it’s fun to have all these conversations about what the club might have planned going forward, but, without trying to burst anyone’s bubble, my interpretation is that the shape is just the architecture of St James’ Park made into a logo.

The back of the Milburn stand, and other parts of the stadium too, have a sort of scaffolding-type structure which protrude from the top of the stadium and is often one of the most prominent features associated with the stadium.

Having had a closer look, although I can’t verify for certain as I’ve never seen it from the exact angle, I believe that this logo is simply an artistic interpretation of the stadium… which is rather boring in hindsight.