Stormers Rugby has taken a step into the future with the unveiling of a bold new identity, which will bring together the various communities that make it one of the most remarkable sporting clubs in the world.
By capturing what makes the DHL Stormers such a revered team and uniting all of those who pour so much passion into supporting them, this new era is framed by the mantra that we are all ‘In it together’.
The centrepiece of this identity is an all-new logo, which features the iconic hoops of the DHL Stormers jersey wrapping around and interlocking in a striking design which gives a nod to the heritage of the team, while also showing constant movement as the DHL Stormers head towards an even brighter future.
The hoops connect with a subtle lightning bolt in the centre, while the shape of the logo itself invokes the dimensions of the team’s home ground – DHL Stadium in Cape Town.
The new identity is however about far more than just a new logo. The DHL Stormers’ unique strength is the incredible diversity of communities that come together to be united under the blue and white banner of the team.
Players, coaches, staff and supporters from all walks of life are connected every weekend as they will the team on, while a stable of incredible sponsors and the local business community play a major role in creating a special environment which draws on the strongest school and rugby systems in the world.
All of these communities come together and elevate a club which enjoys unrivalled rugby heritage and a pipeline of talent which is unparalleled.
The DHL Stormers’ goal to ‘Make Cape Town Smile’ will be further supported by uniting all the elements that make this team mean so much to so many.
Playing out of a world-class city, in a stadium unlike any other and for a group of fans that live and breathe their passion for the team every day, this new identity will take the club forward to becoming the premier sports entertainment brand that all supporters at every level can feel a part of.
The ‘In It Together’ campaign goes beyond rugby and taps into the very heart of what makes DHL Stormers supporters so remarkable. This project seeks to connect the team to the communities that inspire them by drawing on the people, cultures, creativity, energy, and the authentic, diverse spirit that make it such a privilege to wear the jersey.
Together, we are crafting a story that celebrates the team, the people of the region, and the unbreakable bond between them.
Stormers Rugby CEO Johan le Roux said that the new identity seeks to bring the club’s brand in line with the ambitions of the team and the business.
“We have seen some major developments to the way we operate and where we see ourselves going as a club. This felt like the right time to update our identity as we embrace a new era, with all of our stakeholders ‘In it together’ with us.
“The previous logo was over 25 years old and past due an upgrade. This new logo holds far more symbolism, with the hoops of the jersey making up an icon which represents the unity of the various communities that support our team.
“But this is about far more than just a logo. This is a statement about how we see ourselves and the way we connect with those that support us. We want all of them with us every step of the way as we break new ground,” he said.
Director of Rugby John Dobson said that this new identity goes hand-in-hand with the team’s mission to make Cape Town smile.
“This team is one of the best-supported in the world. We have some of the most vibrant rugby communities and no shortage of passion at every level. This is a big step forward in many ways as we take the DHL Stormers from being a rugby team to so much more. We are ‘in it together’ with everyone who is coming on this exciting new journey with us,” he added.
Chief Commercial Officer Leontine De Sutter said that the new brand identity seeks to highlight the deep connection between the team and their fans.
“Our new identity and the campaign that we have launched seeks to bring our team and the communities that make us who we are closer than ever before. The ‘In it Together’ campaign and our brand film beautifully encapsulate the essence of our team and our new brand proposition,” she said.