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Wigan Warriors embark on ambitious rebrand

Betfred Super League side Wigan Warriors have unveiled a new look club badge which will become central to the club’s identity with immediate effect. 

The club has engaged with world class design agency, Nomad, off the back of their highly acclaimed rebrands for both the Premier League and Sky Sports, with the result being a new digitally focused design, intended to create an eye-catching identity which will appeal to a new generation of supporters. 

In a radical change to the club’s long-standing crest, a warrior now features at the centre of the design, in keeping with the identity that the club has held throughout the Super League era, whilst also retaining several elements that are crucial to recognising Wigan’s proud heritage.

The club has engaged with a number of fans from all different backgrounds to gauge their thoughts on how the new badge should look, with each element representing a piece of cultural or historical significance. 

These include: 

  • The iconic Northern Soul circular shape, synonymous with our town 

  • One of Wigan’s founding Brigante warriors at the centrepiece, with noticeably piercing eyes 

  • The first year rugby was played in Wigan (1872) 

  • The Club and town’s revered ‘Ancient and Loyal’ motto is retained 

  • The Club’s iconic Cherry and White hoops 

  • Retention of the shield from the former crest with a modern twist 

  • The Club’s world-famous name

Wigan Warriors executive director, Kris Radlinski, said: “As part of Super League’s adoption of a broadcast-first digital strategy, they did an individual audit of Super League clubs – to inform clubs where they thought they were at. The main feedback we got was that our crest was outdated, old fashioned and probably not recognisable. This reaffirmed what we had been thinking for a while – that we needed to do something with our badge. 

“We’ve made no secret over the past few years that we need to attract a younger crowd. We do have an ageing fanbase, so we need to look at different ways in which we can engage and inspire the next generation in this hyper-connected world we are now living in. 

“My chairman, Ian Lenagan, and I, who between us, have got around 120 years’ worth of invested commitment and emotion in the Club, feel as though now is the right time to do it. We know that fans are consuming sports differently, so we took a look at the current sporting landscape to see what’s working for some of the biggest clubs in the world and fed that into the process."

Subscribe to our On The Front Foot magazine for access to our exclusive interview Wigan Warriors' Executive Director Kris Radlinski in the next edition.

Author: Ross Plank