Wild Man From Borneo said:
CRONULLA-SUTHERLAND SHARKIES GO BACK TO THE FUTURE
By Rob Willis
A new jersey, a new logo and a name change for the licensed club are some of the big changes club patrons and Shark fans can expect to see in the coming months.
While hoped that all the initiatives will launch the Sharks into an exciting new era, they have been done with a lot of thought and feedback from those who matter most.
A series of workshops were conducted in an effort to ascertain what changes, if any, could be suggested to help the Sharks
Club on the whole to move forward. Board members, sponsors, staff, club management and most importantly, the fans, attempted to identify the areas most in need.
The workshops highlighted important elements about the Sharks that needed to be represented in the core logo.
The new logo began to take shape when it became apparent from the workshops that tradition and heritage is a very important part of the essence of the club. As an extension of this, fans believed that the logo that most symbolises the Sharks is the previous logo to our current one. Therefore, the new logo evolved from this old design, but has embraced a more modern contemporary image with a much sleeker and aggressive looking shark.
The workshops also reinforced to everyone that the Sharks are the Shires team and as a result, this should be reflected in the Clubs official name. Hence, the Shires team is now once again the Cronulla-Sutherland Sharks.
Sharks Marketing Manager Scott Longmuir said "Whilst the Shark icon is the most powerful element of the Clubs brand identity, which also broadens the Sharks appeal, the Sharks are the Shires team. This is an extremely important part of its heritage, and should be reflected in its core brand identity."
"We certainly took a more scientific approach than we have done in the past" Longmuir said. In becoming more scientific, as he puts it, the Club commissioned Moon Design, experts in building brands. Moon Design has worked on dressing up the image of international companies such as Qantas, Westfield and Sea Folly and has also done work for the NRL. The results will soon be there for all to see.
Another valuable aspect of the rebranding process will be the use of a community-based logo. Longmuir said "The Sharks organisation invests heavily in the community and as a result requires a symbol that reflects the Sharks commitment to the Sutherland Shire. The community logo also protects our core logo and ensures that people who purchase official merchandise have an authentic piece of Rugby League product that symbolises their support of our great football team."
The new logo will be launched in conjunction with a new jersey which will feature a splash more black than the most recent version. Longmuir said, "We have incorporated more black in the design which will enhance a more physical image and aggressive look."
"Sure we would like to sell plenty of new jerseys, merchandising is a big part of revenue and of the game these days, but we also get a message that the fans love to see a fresh look every few years."
And the name change for the licensed club, after a string of names that probably only stood to confuse. By going with the "SHARKIES" as the new banner, everybody will know exactly where and what it relates to.
General Manager Peter Turnbull is excited about the name change and the immediate plans for improvements at the club. "In choosing "SHARKIES" as the new "brand" were embracing an already commonly used word to describe the club," he said. "SHARKIES is not totally new, but it is a fresh and modern brand for the Club as we move forward. It also should match the fresh and modern refurbishment of the foyer and main lounge."
The charter, which has been strongly reinforced with the changes that will occur, has been to always be the premier sporting and entertainment organisation, providing the highest standards of performance on and off the field, whilst maintaining a commitment to the values of the community and the development of rugby league.
Be a part of it at Sharkies in 2004 and beyond. There will be so much more to enjoy so let them entertain you. The Sharks are your team and the Sharkies is your club.
