Crusaders Reveal New Logo As Part Of Rebrand Following Terrorist Attacks

New look.

Super Rugby champions the Crusaders will not be changing their name after a review that began when 51 people died in the Christchurch mosque attacks.

The New Zealand side came under fire when had been raised about their name’s association with the medieval religious wars between Christians and Muslims. But their knight and sword logo is no more.

“It was decided that no name better represented the club’s commitment to living its values – crusading for social improvement and inclusiveness, and crusading with heart for our community and for each other,” a Crusaders statement read

The club then presented a new logo, saying it would seek to “reclaim its meaning through a new brand”.

“The imagery we were using, with its nod to Christchurch’s English heritage, did not effectively portray the region we represent or who we are as a team,” Crusaders chief executive Colin Mansbridge said.

The new logo includes a Maori proverb – “ma pango, ma whero, ka oti te mahi” – meaning “with black, with red, we can achieve”.

Crusaders Head Coach Scott Robertson added:

“When you’re a leader you’ve got to know where you’ve come from to know where you’re going, and the legacy of this club is a big part of who we are. This process has been invaluable in helping us to reaffirm where we’ve come from and to find a clear direction going forward. We look forward to taking this brand into the future with the people of the Crusaders region alongside us.”

The club will start using their logo next year in time for the 2020 season.

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