Crusaders keep name but change logo
Super Rugby club to ‘evolve their identity’ and ‘reclaim its meaning through new brand’ with a clearer picture
The Crusaders Super Rugby franchise will keep their name but will attempt to “evolve their identity” with a new logo.
The Crusaders and New Zealand Rugby yesterday announced the outcome of their brand review, which will see the Christchurch-based franchise retain their name and “reclaim its meaning through a new brand”.
The franchise presented their unique brand story to key stakeholders, which includes a new logo, inspired by the region and the whakatauk¯ı ‘ma¯ pango, ma¯ whero, ka oti te mahi.’
Crusaders chairman Grant Jarrold said: “This brand review represents a significant body of work that has looked into all aspects of our club’s identity and has given us a much clearer picture of who we are, what we stand for and how we are seen by others. This has helped to inform some important decisions about our brand.”
A full review was confirmed in June, and brand agency Designworks was commissioned to complete the work, including an audit of the club, understanding and development of the club’s story, the development of name and identity options, and refinement of the brand.
Led by the Crusaders and NZR boards, and following significant consultation, Designworks helped the club develop an identity story — “a description of who we are and what we represent. It reaffirmed that:
● We are here to do good for each other and for our community.
● We are inclusive; we welcome others into our wha¯nau, building a sense of belonging in something that is more than rugby.
● We have a culture that enables people to enjoy themselves, to be themselves and to believe in themselves.
● Our people are true to themselves, and selfless for others. They are proud individuals, connected to a common cause.
● We are leaders in our sport and in our community.
● We represent our legacy with pride, we represent the collective strength of our six unions and we reflect the passion and pride of our fans, gaining strength from their support and giving it back.
● We are for each other. Winning rugby is just the result.”
Crusaders chief executive Colin Mansbridge said: “Once we had a clear identity story, we needed to ensure we have a brand that accurately and authentically reflects that.
“The research showed us that the brand element people most strongly connected with was our colours — red and black.
“The whakatauk¯ı, ‘ma¯ pango, ma¯ whero, ka oti te mahi’ which speaks to the concept of ‘With black and with red we will achieve’ has become an inspiring proverb for us because of its relevance to what we stand for, and that is reflected in the new branding.
“The tohu [symbol] is shaped by our natural landscape which stretches from the top of the Southern Alps to the depths of our moana.
“Taking the form of the letter ‘C’ but expressed in a way that is unique to us, it nods to our legacy while moving us forward.
“It’s brought together through the substance of our colours, ma¯ pango [the colour of infinite potential] and ma¯ whero [the colour of true leadership]. It is the combination of these rich ingredients that defines the Crusaders and our evolved identity.
“When we took a thorough and honest look into who we are, the imagery we were using, with its nod to Christchurch’s English heritage, did not effectively portray the region we represent or who we are as a team.
“For example, we represent the top of the South Island, not just from O¯ tautahi or Canterbury, and our team is diverse and multi-cultural.
“We believe the logo we have launched is a much more fitting representation of this team, organisation and its supporters,” Mansbridge said of the changes.