Big Brother Edinburgh had their turn last year, with a full ‘burnt orange’ lego brick rebranding exercise. This week it is the turn of Glasgow to shake things up, with a refreshed badge to replace the now 23-year-old Warrior image and associated typography.
The new emblem has a slightly Americanised feel, perhaps looking to get a head start if the Pro14 makes its long-rumoured expansion to the US. The core of the badge is the newly designed warrior, more simplistic in shape but solid and strong with a clear look of determination. The shield behind embraces the Glasgow Districts badge which has been present on the last 4 seasons Warriors strips, representing the club’s continued commitment to the roots of Glasgow rugby. The shield itself surrounds the Warrior icon and name, making it much more of a badge and less of a ‘picture and text type logo. The image also works on all backgrounds, meaning no more changes between white and black logos.
The marketing team have taken a very thorough approach to the brand personality associated with the new badge, right down to the new custom-made typeface, which is intended to be a modern take on the old ‘Yarrow Shipbuilders’ signage, with the O’s in the name modified to look like shields. So a little bit old Glasgow, and a little bit Old Norse.
The launch will coincide with a refreshed webpage, and plans are afoot for further digital content that should please Warriors fans, even if the logo itself won’t be to everyone’s taste.
As with any change in sports branding, passions will inevitably run high but in this writer’s opinion the new look retains enough of the Glasgow of old, whilst opening up further branding opportunities around the name and the iconic Warrior to ensure that it will be a hit.
And yes… it is still Light Blue, Black and White.
Also this week, the Warriors confirmed their coaching setup for next season. It is a tasty blend of foreign experience and home-grown coaches and includes one new name to serve under Dave Rennie: Petrus du Plessis (38) who will stay at the club as an assistant scrum coach while still playing as prop cover during the World Cup. That makes the team:
Jason O’Halloran (attack/skills)
Kenny Murray (defence)
John Dalziel (forwards)
Petrus du Plessis (scrum)