Northampton Saints to redesign crest used since 1950s

A rugby team has declared that, for the first time since 1951, its crest would change.

The Northampton Saints made the decision to update the emblem after conducting several studies and polling supporters.

It stated that the club’s colors are missing from the current crest, which is too complicated to recreate digitally, and that several fans were unable to name the design when prompted.

The club said that in the summer of 2024, it will unveil its new crest and visual identity.

Chief executive Mark Darbon stated that the modifications are meant to “futureproof the visual identity of Northampton Saints” in a letter to supporters.

The most well-known and prosperous sports teams and organizations worldwide have distinct visual identities that are instantly recognizable and incredibly unforgettable, the author stated.

“The sport of rugby, specifically, faces several clear awareness and appeal challenges, so, more than ever before, we need our own visual identity to appeal to the next generation of supporters, whilst respecting the rich history of our Club.”