A New Chapter: Exeter Chiefs Refresh Their Visual Identity

06/11/2022 09:38 Share

In summer 2022, Exeter Chiefs revealed a refreshed visual identity. The club stated that it was part of their evolution and recognised it was the right time to look to the future.

In a nod to the region’s Celtic history, the club now sports a logo that includes elements inspired by the Celtic Iron Age Dumnonii Tribe. This tribe historically encompassed much of the southwest region, including parts of Devon, Cornwall, and Somerset.

The rebranding process involved plenty of historical research – driven by leading professionals. This was to ensure that the brand accurately reflected tradition whilst also resonating with supporters in the region today.

Check out the club's official insight video below.

Tony Rowe OBE, Exeter Chiefs Chairman and Chief Executive commented:

“We are excited to welcome in the next era of rugby within Exeter.

“Exeter has and always will be the most important term in our overall identity. The term Chiefs, however, is equally entrenched in our make-up, going back to over a century ago when teams in this region would regularly call their first teams that of the Chiefs.

“We are Exeter, we are the Chiefs!

“As a Rugby Club we have been willing to listen, we have consulted far and wide, and now we are ready to invoke change. This is a new direction for our great club, but equally it’s an exciting vision that I’ve no doubt will propel us onwards and upwards over time.

“Our new imagery will bring to life the pride our supporters have to support their club, unifying us all under one brand that underlines all of our core traditions.”

For over 150 years the club has sat at the heart of the southwest region. It is in the club’s DNA to be proud, resilient, and strong - as they look forward to the next era, we’re excited to be on board.

Keep an eye on our Newsroom for more Exeter Chiefs updates.

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