Broncos Logo Change: Why the backlash actually signals brand strength
The Brisbane Broncos have unveiled their new logo, the 3rd in their history and the first change in 25 years. That alone is huge. A quarter of a century with the same logo means fans aren’t just familiar with it, they’re emotionally tied to it. So, of course, the reaction is loud. You’re not just shifting a graphic; you’re shifting something people attach memories, milestones, and identity to.
And while the internet is melting down, I actually think the move is incredibly smart.
The logo itself is simple, clean, modern. It’ll age well. But the real strength is the rollout. This wasn’t a casual “here’s the logo” moment. They built a story: Ray Warren’s voiceover, identity, belonging, nostalgia, and multiple creative assets seeded across digital. They’ve already posted 9 pieces of content on IG since launch, and engagement is up. Positive, negative, chaotic… it doesn’t matter. The volume shows the brand is alive.
A logo is not a brand. A brand is the entire experience and reputation a club creates: the emotion, history, values, and identity fans connect to. The logo is one part of that, and strong brands evolve. The sharper “Brisbane” focus is smart too; it anchors place, pride, and relevance in a competitive market, especially when all eyes are on Brisbane 2032. This is not just design, but a smart strategy.
And yes, sentiment is a little ugly. But in sport, ugly sentiment often signals strength. The worst outcome isn’t backlash, it’s silence. If fans shrugged, that’s when you worry. Outrage, disappointment, memes, arguments… that’s passion. People don’t fight over brands they feel disconnected from. Sport brands aren’t corporate. A logo carries childhood nostalgia, family legacy, weekend rituals, and a sense of self. When you change it, you’re touching something personal. That’s why the reaction is visceral and why it’s useful. It means:
✨your community is deeply engaged
✨they’re watching every move
✨ they care enough to debate identity
✨ they feel ownership
The Canterbury-Bankstown Bulldogs recently saw the same thing with their rebrand, “Paw Patrol” noise and all, but again, high emotion means high investment. Indifference would be far more concerning.
This is why digital storytelling matters. You can’t just drop a new logo and walk away. You need to help people understand the why: the identity shift, the future direction, the meaning beneath the design. The Broncos have done that well.
So while the comments look chaotic today, the long-term picture is completely different. Fans will adjust (they always do), but the intensity of the reaction tells you something important: the Broncos have built a brand people genuinely care about.
It’s worth remembering, 25 years ago, when they last changed the logo, fans were outraged then too (chess piece crocodile). Fast-forward to now and that logo has become part of the club’s identity. The pattern is the same: big change sparks big emotion because people are deeply invested.