Gloucester Rugby has just this afternoon (May 15) announced that it is rebranding.

The club said the new logo depicting a shield and lion reflected the city's history, stemming from the club's original use of the city crest.

Gloucester Rugby CEO Stephen Vaughan said: "Last year we commenced a review of all our communications and brand. A full audit and research project was undertaken across the Club with the primary objective to deliver an agreed set of values that every member of staff, whether that be in the playing department or elsewhere could be guided by.

"This piece of work also looked at the future design of all Gloucester Rugby communications and different logos used across the club.

This included areas such as community, conferencing and events, hospitality and others, where we had a large number of different logos and nothing linking them together.

"It became clear that our current logo did not fully portray our ambition for the club and we needed a more contemporary logo that reflects the traditional elements of Gloucester Rugby.

"We now have a master brand that does that really well and will support our ambitions for the future. The name of the club was never in question and we remain Gloucester Rugby.

"The Gloucester Rugby brand is a key element in terms of the future success of the club and whilst we know for some people it will take a little getting used to, we are really proud of what has been developed and know the changes will support our ambitions for the future."

Helen Roe, Gloucester Rugby's head of marketing & communications said: "It is key that Gloucester Rugby protect and looks after its brand. All that work at the club are aware of the immense privilege and responsibility in protecting and nurturing the club not just now but also for future generations.

"Additionally, as social and digital media has grown, Gloucester Rugby needed to further evolve its brand to ensure the club has the right tools for the future.

"Whilst there will be lots of focus on the change of logo, this project has encompassed so much more including the development of our brand values, new brand guidelines and a new look for all communications for Gloucester Rugby and we are delighted with the output."

Martin St. Quinton, chairman of Gloucester Rugby added: "The over-riding aim of Gloucester Rugby is to be a highly successful club which our supporters can be proud of, now and for many years to come.

"Success on the field and off the field go hand in hand. A great amount of thought, care, respect and work has gone into this and I and all at the Club who have been involved in this work believe what has been developed will provide Gloucester Rugby with the right tools for the future."

The roll out of the new logo and brand work will be gradually integrated across Gloucester Rugby communications over the summer of 2018. The intention is to feature the logo across Kingsholm Stadium and the majority of communications by the start of the 2018-2019 season.

Gloucester Rugby explained how it created the new logo:

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All logos and graphics: Gloucester Rugby