The Cape Town titans of rugby, the Stormers, have shed their old skin for a daring new emblem and identity, marking their first major logo redesign since 2007 and propelling the club into the 2025/26 United Rugby Championship season with a fresh visual statement.
The unveiling occurred on Wednesday, introducing a logo that is not just a symbol but a beacon of unity for the diverse communities that rally behind the Stormers. The club’s ambition is encapsulated in their new campaign slogan, "In it together," which aims to foster a deeper connection between the team and its supporters.
The design features the Stormers' traditional hoops, now intertwined with a subtle yet dynamic lightning bolt at the center, symbolizing both heritage and forward momentum. The overall shape mirrors the dimensions of their home turf at DHL Stadium, infusing a sense of place into the brand.
"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 decision for a redesign was spearheaded by CEO Johan le Roux, who felt the timing was perfect to update the club’s identity to reflect its ongoing evolution and closer integration with the community. “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,” le Roux explained.
Director of Rugby, John Dobson, echoed this sentiment, highlighting the significance of the rebranding not only as a cosmetic change but as a stepping stone towards greater things for the club and its fans. "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,” Dobson added.
This revamped identity and the accompanying campaign, "Make Cape Town Smile," promise to weave the fabric of the team even tighter with the colors and spirits of its supporters, crafting a narrative of unity and triumph in the heart of South Africa’s rugby scene.