The DHL Stormers have refreshed their visual identity with a sleek new logo that encapsulates the team’s spirit, history, and community ties. The updated emblem reinforces the franchise’s commitment to evolution while remaining rooted in the iconic imagery that fans hold dear.
REASON AND MEANING BEHIND LOGO REBRAND
The DHL Stormers have taken a bold step forward by unveiling a revamped logo that strikes a perfect balance between tradition and modern dynamism. The new design retains the distinctive “S” at its core, but refines it with cleaner, sharper lines – enhanced with a curved, stylised bolt that injects speed and power into the symbol.
The iconic oval frame remains, preserving brand continuity and making the logo instantly recognisable to long-time supporters. However, the refreshed colour palette leans into deeper, richer tones of blue, contrasted with a striking red flash at the centre – visually evoking lightning, motion, and raw energy.
By modernising the logo without erasing its heritage, the Stormers have created an emblem that respects the legacy of the franchise while signalling its readiness for the future. The sleeker “S” is both elegant and dynamic; the red bolt dramatically bisects the shape, hinting at forward momentum and electrifying performance.
This refinement reflects the Stormers’ position at the forefront of South African rugby, a team with deep colonial roots yet firmly grounded in the present. The logo’s bold clarity means it will translate well across digital platforms, merchandise, and branding collateral – a crucial move as the team deepens its global reach in competitions like the URC and Champions Cup.
STORMERS CEO AND COACH ON THE BIG, BOLD CHANGE
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 that 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 who 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.
Fans will find a renewed sense of pride in the updated crest, it’s familiar yet fresh, iconic yet sleek. It speaks to Cape Town’s vibrant energy and the team’s ever-evolving identity. With this refined logo, the Stormers have both paid homage to their past and embraced the future in one powerful visual statement.
DO YOU LIKE THE NEW STORMERS LOGO OR NOT?
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