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
Love and respect to Fiji but not a chance outside of 7s
3 Go to commentsGood summation Ned. Agree the Canes were out-muscled for once (except at the scrum!) by a focused Brumbies outfit. Tua deserves consideration for higher honors after the way he humbled Jordie and the Canes defense. Thankfully, his lack of eligibility for Oz keeps him from Joe’s plans. While I also agree the injuries affected the Canes performance, some players seemed to lack focus and intensity for this match. Perhaps after the Blues demolished the Brumbies, they thought it was going to be easy? A good reminder that any slip up in preparation can have a big affect on the result. Brumbies deserved that win.
1 Go to commentsKarl Dixon should never have been appointed this fixture, absolute disgrace, He’s not much of a referee anyway, didn't have the balls to send his mate care off
5 Go to commentsBrilliant article! Harry of 8/9
1 Go to comments‘UK athletes' have been in the NFL from the start.
1 Go to commentsIt’s going to be Scott Barrett. He’s the coaches mate and captain of a previously elite team. Ardie a great option but scooter has worked with the coach and Ardie still as big a leader as needed.
23 Go to commentsI commend Colin Scotts bio All Balls. He was the first Aussie to make it to NFL. But he was poached and did a full apprenticeship at the University of Hawaii. He was 130kgs surfed played 1st grade cricket etc. big guy by normal but not NFL standards and a top athlete. Even then the nfl were picking up Tongans and Samoans for their natural size and explosive power. They want explosive power not cardio from the big boys so a guy like Taniela Tupou would have been good if picked up young enough. He has fast twitch and they’d bulk the little lad up and give him something to do. soccer teams set up academies and look for Over Sara’s talent eg Messi was at Barcelona since a teenager and harry kewell went to Leeds as a teenager like 16 or something.
11 Go to commentsThe article alludes to the fact that this isn’t about picking a captain. But picking a great captain. So who would make for a great All Black captain - not just an obvious or safe shoo-in? I’m not sure Ardie’s the guy and Barret doesn’t stand out either.
23 Go to commentsI guess we may all agree on the fact, that the ABs and Boks are the two in contest for No 1 in rugby history (the triple-A sort of) …. the Wallabies, England and France are the next tier, with Ireland being the new kid in town (AA) …. in my view it makes little sense creating imaginary competitions (unless you have too much time to waste)
45 Go to commentsWhat a joke. Total joke and the pundits commentating, all of whom know a bit about the game, could barely disguise their contempt. Reaching for the card then pulling back when he realised a red card would carry further match suspensions is simply not his decision to make. A clear and obvious influence on the outcome of this match and indeed, the championship path.
5 Go to commentsI like the idea, in NZ the Ranfurly Shield and NPC coexist, both having their own bragging rights. The World Cup would be the pinnacle, but the competition and travels of these trophies would be interesting.
45 Go to commentsDon’t worry Sonny bill Williams leave that awkward situation about the curfew in the pass whoever it was it doesn’t matter its no big deal we back our All Blacks through the storm and the thunder until we see the Sun light again.
42 Go to commentsWho listens to this retard? He was a massive liability as a player but obviously a media sensation
42 Go to commentsI’m not surprised by such ‘virtue signalling’ by Sonny Boy. Butter wouldn’t melt in his mouth. He’s such a pious Islamic muppet, imo.
42 Go to commentsI’ve actually never heard of the guy (then I don’t watch League as it is boring). But if he is good enough.. then good luck to him. If not, well, he can always return to league.
2 Go to commentsIt is pretty clear that by almost any measure that NZ are a more successful rugby nation than South Africa. Quite aside from the distasteful events during the last RWC final. NZ lead SA in all significant measurements.
45 Go to commentsDickson went to his pocket for a card, saw who it was, changed his mind and spoke at length to TMO. One angle clearly shows Care diving over a Saints player to kill the ball. 1st yellow, reason given for not Red was player was falling backwards. He was only falling backwards after contact with Lawes. Graham try should have stood. Mitchell did not have both hands on the ball, ball went forward from a Saints boot dragging over it. 2 intentional knock-on's. One of which had an overlap on the outside. If Quins are happy to win by intentional foul play, then it does not say much for them. Would appear to be a bad day for Karl Dickson, also for the RFU in appointing a Ref who spent 8 years as a player at one of the clubs.
5 Go to commentsLet’s not forget about Ardie Savea just yet.
8 Go to commentsThe URC and the Euro Championscup can’t run at the same time, basically dilutes both competitions.
2 Go to comments“While Sotutu should start at No.8 for the All Blacks against England, but it’s only in that arena that he can prove just how good he really is.” And that my friends is where simply hasnt shone despite multiple opportunities. Even in this performance you can see what did him in in the test arena..he almost always still runs at the opposition almost ramrod upright making him easier to stop than it should be.
8 Go to comments