Newcastle United Foundation reveals new logo to lead charity’s progress

Newcastle United Foundation is proud to reveal a new logo design for the first time in almost a decade.

The significant brand refresh heralds a new era for the award-winning Foundation and presents a clear, bold vision for the future of the Magpies' official charity.

Shaped by the charity’s values to lead and inspire its community, a new design was drawn up through a thorough consultation process with the Premier League, Newcastle United Football Club, key charity partners, stakeholders and trustees.

The new logo features clean and resolute stripes echoing the Magpies’ world-famous black and white strips that represent a community united by its passion and pride in the North East.

A single strong typeface leads the Foundation’s new logo and allows for a clear connection to the Newcastle United brand through bold text at the forefront of its design.

The familiar ‘Foundation blue’ remains a key part of the brand refresh and aligns the charity’s proud history in the North East with its exciting future.

Steve Beharall, Head of Newcastle United Foundation, said: “We are incredibly proud to share our new logo with our community and reflect our commitment to represent everyone we support.

“Our valued partners, stakeholders, trustees and senior management team have also been fundamental throughout our journey to produce a clear vision of what our brand looks like.”

He added: “It is a pioneering moment for the Foundation as we launch our new brand and simultaneously prepare to open NUCASTLE, our world-class community hub at the heart of the city.

“The Foundation has evolved year on year, and I am really proud of our increased breadth of community programmes through thoughtful engagement, impact and outcomes where they’re needed the most.

“We begin our charity’s next exciting chapter to support more of our community than ever before from our new home at NUCASTLE.”

The Foundation’s new logo and branding coincides with the launch of the charity’s new website – – a streamlined, functional platform for participants, customers, fundraisers, and partners to find information, support, and access meaningful opportunities to change lives.

Matt Smith, Marketing and Communications Manager at Newcastle United Foundation, said: “Various consultation processes were carried out internally and externally to ensure the new brand would allow us to take Newcastle United Foundation forward while retaining the values, trust and integrity of the previous identity.

“Having reviewed the marketability of new emerging brands across the third sector and football foundations, the new design – which we were delighted to be able to produce in-house – has taken references from a variety of sources to provide an instantly recognisable brand that can be used consistently and effectively across all mediums.”

The Foundation’s new branding is in place immediately and will be visible at across its state-of-the-art community facility, NUCASTLE, powered by Newcastle Building Society, opening to the public on March 1, 2022.

For more information about the Foundation and programmes near you, follow Newcastle United Foundation on Facebook, Instagram, LinkedIn and Twitter for regular news and updates.

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