Newcastle United have revealed a redesigned club crest after a thorough two-year collaboration with fans and design experts.
The new crest is the culmination of more than two years of comprehensive consultation, including supporter events, focus groups, workshops and surveys.
The club said they consulted leading industry experts on the challenges presented by the existing crest and how they can evolve in line with their world-class ambitions.
After creating a shortlist of three new crest options and commissioning an independent poll of more than 27,000 supporters, the new crest emerged as the clear winner, with two-thirds selecting it as their first choice.
David Hopkinson, CEO at Newcastle United, said: “I have never worked anywhere that feels as proud and passionate about its crest than the way this club does, so this body of work is an enormous privilege and responsibility for all of us.
“The club has asked supporters questions that we did not know the answers to, and they told us plainly: protect what we have, keep the elements we love, and do not start again.
“Every decision after that has been made inside the margins our fans drew, and it is only right that our fans have had the final and decisive say on the outcome.
“Our crest came from the city's own coat of arms, and it still does. It honours where we have come from, it represents who we are now, and it will become an iconic symbol for generations of supporters around the world who believe in it and unite behind it."
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