How to update a 26 year-old logo.

The Stormers hadn't updated their badge since 1998.

They changed it earlier this year. Social media called it a washing machine drum.

The club had averaged the highest ground attendance in the URC last season. Sold out two league fixtures, a first in their history. Became profitable for the first time since 2017.

The original design no longer suits the current organisation

Since 1998 the club had nearly gone bankrupt, survived, and won a URC title. A badge that made sense when it was designed no longer reflected what the club had become.

The new mark avoids the generic minimalism we often see in rebrands. The jersey hoops, the lightning bolt, and the shape of their stadium are all encoded in a single mark. It was developed with fan input. It’s intentional and thought out.

Critics of change speak loudest, while those who accept it remain silent. Week one reactions aren’t a great metric on whether a rebrand was right or wrong.

In three seasons, fans will forget the washing machine jokes. They will only see the Stormers.

Successful rebrands often face early resistance before gaining long-term acceptance.

Evaluate your own visual identity. Does it reflect the business you have actually become?