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‘Future-proofing the game’: NRL sews up logo revamp
OCTOBER 20, 2018
THE NRL has relaunched its Telstra Premiership logo giving it a “simple, flexible and dynamic” revamp.
For the first time in the game’s history, the NRL logo which appears on clubs’ jerseys will be individualised and matched with club colour schemes.
“We wanted to make sure we are future-proofing the game,” said the NRL’s general manager brand and marketing Peter Jarmain.
“The previous brand was outdated. We wanted to make sure it was contemporary, progressive and connecting with some of our younger fans. It’s a fresher look. We wanted to make sure the brand works seamlessly with our club brands.”
It is the first logo change since 2012. The logo highlights the shield and chevron. The shift follows an extensive research and consultation process which started last year and included focus groups with key stakeholders including fans, clubs, partners and media. A black and white version will be the main logo in use for the premiership.
The NRL has relaunched its logo.
The premiership logo will now be distinctly different to the NRL corporate logo — one of the key messages from the research.
“We want to clearly differentiate our corporate brand and the Telstra Premiership,” Jarmain said. “It’s a dynamic brand. It can evolve. So it’s not as static as the previous brand.
“The key thing is the brand change in its own right is just one aspect. What you’re seeing coming through in the game is a new era. Great emerging talent, new players, new stadiums coming on line in the next few years. This initiative is part of a number of things that are starting to shape the new era in rugby league.”
Jarmain said he expected this logo to have a shelf life of up to seven years. The brand research found the perception was that rugby league had been a “fractured” sport.
“We hadn’t been aligned,” Jarmain said the research showed.
“A lot of infighting in the game. What has come out the back of that was a desire for the game to be united.”
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