South African giants unveil ‘bold new identity’ with first logo redesign in over 25 years

The Stormers have unveiled a ‘bold new identity’ with the Cape Town-based side rebranding ahead of the upcoming United Rugby Championship season.

A new logo will debut in the 2025/26 season, with the South African club revealing the fresh design on Wednesday.

It’s the first redesign by the franchise since 2007, which was a slight tweak on the 1999 logo, and just the third time it has occurred since its official inception in 1997, having previously played Super Rugby under the Western Province name.

New vision

The new identity is aimed at bringing together “various communities” of one of the remarkable sporting clubs in the world, a statement confirmed.

“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 club statement read.

In describing the new logo, it added: “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 that gives a nod to the heritage of the team, while also showing constant movement as the DHL Stormers head towards an even brighter future.

New Stormers Rugby Logo

“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.”

It’s not just a newly designed logo for the Stormers, according to the club. While goal to ‘Make Cape Town Smile’ will continue, the rebranding comes with the adoption of the ‘In It Together’ campaign.

“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,” the statement continued.

“Together, we are crafting a story that celebrates the team, the people of the region, and the unbreakable bond between them.”

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The right time to update our identity

CEO Johan le Roux felt that it was time for a fresh look and identity for the club.

“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,” he said.

“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.”

Director of Rugby John Dobson added, “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.”

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