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Crusade continues: No name change for Super Rugby's most successful team
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The Crusaders will keep its name going forward, but will be attempting to “evolve their identity” with a new logo.
The Crusaders and NZ Rugby today announced the outcome of its brand review, which will see the Christchurch-based Super Rugby franchise retain its name and “reclaim its meaning through a new brand”.
The Crusaders and NZ Rugby today announced the outcome of a comprehensive review of the Crusaders brand.
The franchise presented its unique brand story to key stakeholders, which includes the introduction of a new logo, inspired by our region and the whakatauki ‘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 going forward.”
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A full review was confirmed back 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.
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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 wh?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 CEO Colin Mansbridge said: “Once we had a clear identity story, we needed to ensure we have a brand that accurately and authentically reflects that moving forward. The research showed us that the brand element people most strongly connected with was our colours – red and black. The whakatauki, ‘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.
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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 Otautahi or Canterbury, and our team is diverse and multi-cultural. We believe that the logo we have launched today is a much more fitting representation of this team, organisation and its supporters,” Mr Mansbridge said.
Aaron Smith has spilt the beans on the @AllBlacks' decision-making process.https://t.co/9LjkjQ3Szf
— RugbyPass (@RugbyPass) November 28, 2019
The Crusaders will introduce the new logo in its marketing and at-game collateral in 2020, as much as is practically possible.
While the main focus of the brand review was not the club’s name, it did consider whether alternative name options would more accurately reflect the club’s identity and story.
Ultimately, it was decided that no name better represented the club’s commitment to living its values – crusading for social improvement and inclusiveness, and crusading with heart for our community and for each other – than ‘Crusaders’ did. Mr Mansbridge also reaffirmed the importance of celebrating the club’s history moving forward:
“The brand review was future-focused, but we were clear from the beginning of this process that our past is an integral part of who we are. This club has an incredibly proud history, and celebrating that history is always going to be a vital part of our brand story. We will continue to tell that story with immense pride, but that does not prevent us from evolving and taking an exciting step forward.”
Crusaders Head Coach Scott Robertson added: “When you’re a leader you’ve got to know where you’ve come from to know where you’re going, and the legacy of this club is a big part of who we are. This process has been invaluable in helping us to reaffirm where we’ve come from and to find a clear direction going forward. We look forward to taking this brand into the future with the people of the Crusaders region alongside us.”
NZR Head of Professional Rugby Chris Lendrum added: “A brand review of this nature is both a challenge and a huge opportunity so, alongside the Crusaders Board, we sought out some of the top research and brand agencies in New Zealand to help ensure that we got this right. Thank you to Research First and Allen + Clark for their initial research, and to Designworks for undertaking such a comprehensive brand review. I’d also like to thank everyone who has taken part in this process, for their honest and heartfelt input.
“A brand is much more than a name or a logo and going through this brand review has shown us that it is the values and legacy of this club that really resonates with fans. Those are the things that we need to value and retain, even as the Crusaders brand evolves.”
Mr Mansbridge concluded: “We have consulted widely and had many, many conversations with a range of people throughout this process. This has set us on a path to form new relationships that we didn’t previously have, and build on existing relationships to take them to a deeper level of understanding and appreciation. What we have learned from this process is that more korero equals more understanding and we look forward to continuing to engage with our stakeholders – from our staff and players, to commercial partners, provincial unions and fans – as we embark on this brand evolution together.”
This article first appeared on nzherald.co.nz and is republished with permission.
Rugby’s sleeping giant, the USA, are facing some serious off-field problems right now:
Comments on RugbyPass
You probably read that parling is going to coach the wallaby lineout but if not before now you have.
12 Go to commentsIf someone like Leo Cullen was in O’Gara’s place I don’t hear Boo-ing. It’s not just that La Rochelle has hurt Leinster and O’Gara is their Irish boss. It’s the needle that he brings and the pantomime activity before the game around pretending that Munster were supporting LaRochelle just because O’Gara is from Cork. That’s dividing Irish provinces just to get an advantage for his French Team. He can F*ck right off with that. BOOOOO! (but not while someone is lying injured)
1 Go to commentsDid the highlanders party too hard before the game? They were the pits.
1 Go to commentsWhat a player! Not long until he’s in the England side, surely?
1 Go to commentsHe seems to have the same aura as Marcus Smith - by which I mean he’s consistently judged as if he’s several years younger than he actually is. Mngomezulu has played 24 times for the Stormers. When Pollard was his age he had played 24 times for South Africa! He has more time to develop, but he has also had time to do some developing already, and he hasn’t demonstrated nearly as much talent in that time as one would expect. If he is a generational talent, then it must be a pretty poor generation.
4 Go to commentsThe greatest Springbok coach of all time is entirely on the money. Rassie and Jacques have given the south african public a great few years, but the success of the springbok selection policy will need to be judged in light of what comes next. The poor condition that the provincial system is currently in doesn’t bode well for the next few years of international rugby, and the insane 2026 schedule that the Boks have lined up could also really harm both provincial and international consistency.
16 Go to commentsJake White is a brilliant coach and a master in the press. This is another masterclass in media relations and PR but its also a very narrow view with arguments that dont always hold water. White wants his team to win, he wants the best players in SA and wants his team competitive. You however have to face up to the reality of a poor exchange rate and big clubs with big budgets. SA Rugby cant compete and unless it can find more money SA players will keep leaving regardless of Springbok eligibility and this happened in 2015 - 2017. Also rugby is not cricket. Cricket has 3 formats and T20 cricket is where the money is at. When it comes to club vs country the IPL is king but that wont happen because the international calendar does not clash with the club calendar in rugby. So the argument about rugby going down the same path as cricket is really a non-starter
16 Go to commentsNZ rugby seem not to have learnt anything from professional rugby. Super rugby was dying and SA left before they died with the competition. SA rugby did a u turn on their approach to international players playing overseas and such players are now selected for Bok teams. As much as each country would love to retain their players playing in local competitions, this is the way the world is evolving my friends. Move with it or stay 20 years behind the times. One more thing. NZ rugby hierarchy think they are the big cheese. Take a more humble approach guys. You do not seem to have your players best interests at heart.
3 Go to commentsBeaches? In Cardiff? Where?
1 Go to commentsHe is right , the Crusaders will be a threat. Scott Barrett, ( particularly), Fergus Burke , Codie Taylor, ( from sabbatical) etc due back soon for the Crusaders. There are others like Zach Gallagher too. People can right the Crusaders off, Top 8 , here we come !!
1 Go to commentsWe will always struggle for money to match the other sides but the least the WRU can do is invest properly in Welsh rugby. Too much has been squandered on vanity projects like the hotel and roof walk amongst others which will never see a massive return. Hanging the 4 pro sides out to dry over the last decade is now coming back to bite the WRU financially as well as on the pitch. You reap what you sow.
1 Go to commentsWhat do you get if you cross a doctor with a fish? A plastic sturgeon
14 Go to commentsWhat happened to feleti Kaitu’u? Hasnt played in a while right?
1 Go to commentsGregor I just can’t agree with you. You are trying to find something that just isn’t there. Jordie Barrett has signed until 2028. By the end of that he would have spent probably 11-12 years on Super Rugby and you say he can’t possibly have one season playing somewhere else. It is absurd. What about this scenario, the NZR play hard ball and he decides to leave and play overseas. How would that affect the competition. There seems to be an agenda by certain journalists to push certain agendas and don’t like it when it’s not to their liking. I fully support the NZR on this. Gregor needs to get a life.
3 Go to commentsHope he stays as believe he can do a great job.
1 Go to commentsMake what step up? Manie has a World Cup winner’s medal around his neck and changed the way the Springboks can play. He doesn’t have anything to prove to anyone. The win record of the Boks with him in the team is tremendous. Sacha can be wonderful and I hope he has a very succesful Bok career, but comparing him to Manie in terms of the next Bok flyhalf is very strange. Manie is the incumbent (not the next) and doing pretty incredibly.
4 Go to comments00 😍 U
1 Go to commentsSabbaticals have helped keep NZ’s very best talent in the country on long term deals - this fact has been left out of this article. Much like the articles calling to allow overseas players to be selected, yet can only name one player currently not signed to NZR who would be selected for the ABs. And in the entire history of NZ players leaving to play overseas, literally only 4 or 5 have left in their prime as current ABs. (Piatau, Evans, Hayman, Mo’unga,?) Yes Carter got an injury while playing in France 16 years ago, but he also got a tournament ending injury at the 2011 World Cup while taking mid-week practice kicks at goal. Maybe Jordie gets a season-ending injury while playing in Ireland, maybe he gets one next week against the Brumbies. NZR have many shortcomings, but keeping the very best players in the country and/or available for ABs selection is not one of them. Likewise for workload management - players missing 2 games out of 14 is hardly a big deal in the grand scheme of things. Again let’s use some facts - did it stop the Crusaders winning SR so many times consecutively when during any given week they would be missing 2 of their best players? The whole idea of the sabbatical is to reward your best players who are willing to sign very long term deals with some time to do whatever they want. They are not handed out willy-nilly, and at nowhere near the levels that would somehow devalue Super Rugby. In this particular example JB is locked in with NZR for what will probably (hopefully) be the best years of his career, hard to imagine him not sticking around for a couple more after for a Lions tour and one more world cup. He has the potential to become the most capped AB of all time. A much better outcome than him leaving NZ for a minimum of 3 years at the age of 27, unlikely to ever play for the ABs again, which would be the likely alternative.
3 Go to commentsJake White talks more sense than anything I've read in the last 5 years. Hope someone's listening.
16 Go to commentsThe Springboks tried going down the road of only picking home-based players and it was an unmitigated disaster in 2016 and 2017. Picking overseas-based players has been one of the main reason the Boks have done so well since 2018, not only because of the quality Rassie could call on, but because of the knowledge and experience those players brought into camp from England, France and Japan. With some of the big names playing abroad it also gave younger players in SA the chance to break through at franchise level. Would we have seen the emergence of a Ruan Nortje if RG and Lood were still at the Bulls? Not so sure. I understand why Jake would want to block players leaving since his job depends on good results but it’s an approach that would take Bok rugby back to the bad old days and no South African wants to see that.
16 Go to comments