Last Thursday, the Bulldogs presented their new logo to the public and received immense backlash for its AI-generated aesthetic.
With the announcement of the updated badge, Canterbury's Chief Executive Officer Aaron Warburton said that the club is " incredibly proud of the design," and that it was a reflection of "where we're going."
Despite the criticisms levelled by fans, Warburton has doubled down on his original comments, telling SEN 1170’s Breakfast that it is "a clean and bold digital logo."
"We actually submitted it as you have to do to the NRL about 18 months ago," Warbuton said.
"So, I guess two years ago, on the back of a couple of lean years in terms of the rebuild of the club and where we wanted to head, but really, we had a really complex logo put aside the heritage logo of this year.
"It didn’t embroid well, it didn’t rank well digitally, so we knew we wanted to change our logo, particularly as we head into what is our penultimate decade heading towards 100 [years]."
The logo will officially come into play from November 1, which marks the first day of Canterbury's 91st season in the competition.
"We didn’t want to do it in halves; we didn't want to change it [now] and then have to change it again in four years," Warbuton said.
MORE: Canterbury fans bite back at new logo
The obvious next question would be: why weren't the fans involved in vetting the creative process for the logo?
Warburton suggested that while the fans were involved in "a heap of fan surveys," the prospect of the design being leaked outweighed the benefits of having a fan committee.