Nice.

Gloucester fans were treated to some excellent news on Monday morning with the club revealing they have signed England international Danny Cipriani ahead of next season.

The Cherry and Whites have shown a lot of ambition over the last 12 months, with Johan Ackermann managing to secure them Champions Cup rugby in his first season in charge.

Now the club has revealed a whole new look, including a slick new website, kit and club crest. But why have they decided to rebrand? Here’s what they have to say:

“It was important that Gloucester Rugby protect and look after its brand for future generations.  It was also important that everyone that works for the Club from management, to players to Gloucester Rugby employees are clear on the importance of the club’s brand, what it means to represent the Club and that they do so in a consistent manner in the future.   

Gloucester Rugby and all who work at the Club are aware of the privilege and their responsibility in protecting and nurturing the club in the present but also for future generations.  Additionally, as social and digital media has grown it was important that Gloucester Rugby further evolves its communications and the brand assets that it requires to ensure the Club has the right tools to market the club in the future. ”

The Premiership side filed trademarks for several logos recently, including the new logo they will be using. Many speculated that they would be following in the steps of Bristol, and changing their name to the ‘Gloucester Lions’. That isn’t the case but a lion does now feature prominently in their new logo.

What do you think of the rebrand?