Crusaders to change logo for 2020 campaign
The Crusaders and New Zealand Rugby (NZR) have received the results of the independent research that they commissioned into the Crusaders name and brand.
Research First was commissioned to look into the views of various stakeholders and the general public about the Crusaders brand, and to provide recommendations based on that research. Allen+Clark also provided research looking into the experiences of sporting bodies internationally that have considered or undertaken a name change.
Crusaders CEO Colin Mansbridge said the research findings will inform the next steps in the process.
“We are grateful for the thorough analysis undertaken by Research First and Allen+Clark, as well as those who have taken the time to provide their valuable feedback,” he said.
“What is clear from the research is that there are divided views on the name itself, but that people on both sides of the divide are incredibly passionate about this club and what it represents to them.
“A brand is much more than a name or a logo and this research has shown us that it is the values and legacy of this club that really endears us to our fans, so that needs to be the starting point of any discussion about the best way forward.
“Today we are committing to undertaking a thorough brand review, that will cover all elements of the brand, from the organisation and team’s values and vision through to the logo and team name.”
The brand review will commence shortly and any changes recommended by that review will be announced by the end of 2019 and come into effect in the 2021 season.
In the meantime, the Crusaders name will be retained for the remainder of the 2019 and 2020 seasons, but an interim change to the logo will come into effect for next season, with the removal of the knight and sword image.
NZR CEO Steve Tew said the removal of medieval theming was an appropriate step for now, but any further consideration of the brand needs to be broader than a response to one event.
“Even prior to 15 March, the Crusaders had signalled their intention to complete a brand review,” Tew said.
“While the events of 15 March have accelerated and escalated that brand review, we do not want this to be solely a response to that tragic event.
“Both Research First and Allen+Clark have recommended taking our time to do this right. Research First pointed out that any change to this brand must be focussed on the future and not seen as a knee-jerk reaction to a single event.
“The Allen+Clark research highlighted that the practical execution of a name or brand change takes significant time.
“So even if we wanted to, no significant change would be feasible prior to the next Super Rugby season when you take into account obligations to commercial contracts that are linked to the existing brand, merchandise, and lead times on apparel.
“We have therefore concluded that we are better to pause our thinking on the team name at this point and instead allow that to become one of the outcomes of a full brand review.”
“We will go into the brand review with open minds, but no matter what the outcome of that exercise is, one thing that we will never seek to change or erase is our history,” Mansbridge said.
“This club has a very proud history and celebrating that is always going to be an important part of our brand story. We will continue to honour our past as we look to the future and what that may hold.”
In other news:
Comments on RugbyPass
Sorry Morgan you must have been the “go to for a quote” ex player this week. Its rnd 6 and there is plenty of time to cement a starting 15 and finishing 8 so I have no such concerns.
1 Go to commentsGreat read. I wish you had done this article on the ROAR.
2 Go to commentsThe current AB coaching team is basically the Crusaders so it smacks of wanting their familiar leaders around. This is not a good look for the future of the ABs or the younger players in Super working their way up the player ladder. Razor is touted as innovative, forward looking but his early moves look like insecurity and insular, provincial thinking. He is the AB's coach not the Golden Oldies.
10 Go to commentsSimple reason for wanting him back. Robertson wants him as captain. Otherwise he wouldn’t be bothering chasing him. Not enough reason to come back just to mentor.
10 Go to commentsI had not considered this topic like this at all, brilliant read. I had been looking at his record at the Waratahs and thought it odd the Crusaders appointed him, then couple that with all that experience and talent departing and boom. They’ve got some great talent developing though, and in all honesty I don’t think anyone would be over confident taking them on in a playoff match, no matter how poor the first half of their season was. I think they can pull a game out of their ass when it counts.
2 Go to commentsNot a bad list but not Porecki and not Donaldson. Not because they are Tahs, or Ex Tahs, they are just not good enough. Edmed should be ahead. Far more potential. Wilson should be 8 and Valentini 6. Wilson needs to be told by his father and his coach, stop bloody running in to brick wall defence. You’re not playing under the genius Thorn any more. He’s a fantastic angle runner. The young new 8 from the Brumbies looks really good too. The Lonegrans are just too small for international rugby as is Paisami, as is Hamish Stewart at 12. Both great at Super Rugby level. Stewart could have been a great 10 if not for Brad Thorn. Uru should be there and so should Tupou. Tupou just needs good Australian coaching which he hasn’t been getting. I don’t think Schmidt will excite him.
2 Go to commentsIf he wants to come back then he should. He will be a major asset to the younger locks and could easily be played as an impact player off the bench coming on in the last 30. He is fit, strong and capable and has all the experience to make up for any loss in physical prowess. He could also be brought back with a view to coaching within the structures one day. Duane Vermeulen played until he was 37 or 38. He is now a roaming coach within the South African coaching structures. He was valuable in the last world cup and has been a major influence on Jasper Wiese and other young players which has helped and accelerated their development and growth. Whitelock could do the exact same thing for NZ
10 Go to commentsBrett Excellent words… finally someone (other than DC) has noted that Hanigan is very hard and very good at doing what Backrow should do… his performance via the Drua sauna was quite daunting for those on the other side… very high tackle count… carries with good end result… constant threat to make a good 20-25 meters with those long legs… providing his mass effectively to crunching the Drua pack… Finally he is returning to quality form… way to much injury time over the last 2 years… smart-strong-competent in his skills… caught every lineout throw aimed at him and delivered clean pass to whoever was down below… and he worked hard for the whole 80 minutes… Ned has to be in the top 5 for backrow honors… He knows what is required as he has been there before…
20 Go to commentsI think Sam Whitelock should not touch a return with a bargepole. He went out on a high, playing in the RWC Final. He would be coming back into a team that will be weaker than last years, and might even be struggling to win games, especially against the Boks. Stay in France, enjoy another year with Pau, playing alongside his brother.
10 Go to commentsRyan Coxon has been very impressive considering he was signed by WF as injury cover whilst Uru has been a standout for QR, surprised neither of those mentioned
2 Go to commentsIt’s the massive value he brings with regard team culture/values, preparation, etc. Can’t buy that. I’m hoping to see the young locks get their chance in the big games though.
10 Go to commentsAll good, Gregor, except that you neglected to mention Sam Darry amongst that talented pool of locks. In fact, given Hannah’s inexperience and the fact that Holland won’t be eligible until next year, Lord and Darry might be the frontrunners this year, to join Barrett, Tuipoluto, Va’ii and possibly Whitelock. In fact there might be room for all of them if Barrett played 6 (like Ollie Chessum).
10 Go to commentsHis value is stabilizing the ship 20 - 40 minutes out from the final whistle plus his valuable experience to the underlings coming through.
10 Go to commentsWhat is criminal is she acts like it's no problem her actions have have cause the Italian player to lose her playing career, lose salary, if she did this in day to day life she would be in jail, she is a complete thug!!!
3 Go to commentsCorrect me if i’m wrong but the sadas have to win all games running into the finals yeh nah?
1 Go to commentsDon’t like Diamond but the maul is a joke, the sight of a choke tackle creating a maul then players in offside positions flopping on it killing the ball but then getting the put in? Banal.
3 Go to commentsHopefully Tabai Matson returns to Crusaders as head coach next season.
1 Go to commentsstorm in a teacup really. Penalty only so play on as the try was scored. Now the real question is: why was Maitland allowed to pass the ball off the floor? That is illegal but refs never pick it up.
1 Go to commentsWhen Beauden Barrett signed his contract before the 2023 RWC to play in Japan in 2024, it was NOT part of a sabbatical agreed to with NZRU prior to his signing, as was Ardie Savea and Sam Cane. Barrett changed his mind after the fact and negotiated his return to NZ Rugby and he was given permission to be eligible for All Black selection straight away once he signed a new contract to return to the Blues in 2025. Therefore, why would anyone argue against Whitelock returning to the All Blacks straight away after his season is France is finished if he signs a new contract with NZRU which includes a Super Rugby contract in 2025? If Barrett can, Whitelock should be allowed too.
10 Go to commentsThe All Blacks will select 5 locks this season. Scott Robertson will most likely want to select 2 veteran locks who can start right away in 2024 and 3 young promising locks who he would like to be pushing hard for selection in the starting XV in two years time- 2026. Scott Barrett is a world class lock. Who would you rather start beside him this season against England, South Africa, Ireland, and France- Sam Whitelock or Patrick Tuipulotu? I would choose Whitelock over Tuipulotu all day, every day.
10 Go to comments