Brisbane Broncos CEO Dave Donaghy has taken to the airwaves to defend the NRL club’s polarising new logo.
Speaking on SENQ radio just a day after the public launch of the new brand identity, Donaghy was adamant the move was the right one despite a mixed response from the rugby league community.
“I think (divided options) are a pretty natural reaction,” Donaghy said.
“People take change in their own way, it’s a very emotional sport and we’re an emotional club, I think the passion that drives it is what makes our industry so special.”
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“We were very much aware that people would have their own opinions on the new look and logo,” he continued, preferring not to dwell on the critics.
“From where I sit with the feedback I get and some of the polls I’ve seen, it’s been really positive and I don’t think yesterday (the launch) could have gone any better.”
‘It was created before the iPhone’ says Dave Donaghy
Asked about the need for a change and the process to make it happen Donaghy suggested after 25 years the time was right for the NRL’s biggest club to undergo a rebrand.
“We know (the previous Broncos logo) has really strong emotional connection to our members and our fan base—but the current form is circa 20 years old and in its fullness its actually north of 25 years,” he said.
“When you reflect back on that period, it was created before the iPhone and smartphone tech... And we didn’t think it was going to provide us with the flexibility we needed with a younger audience.
“Ultimately as CEO I take ownership and responsibility for it, but there were many people who played a really significant role over the course of those 18 months—and we saw many different options.
“We think it’s a really powerful look and we’re excited about where it takes us in the future,” he said.