The Canberra Raiders are a professional rugby league team that joined the NRL in 1982. With its fierce history and strong supporter base, the club prides itself on its outsider status when compared with its big city competitors.
The previous logo was complex and dated, with a colour palette that struggled to hold up in the modern world of digital and broadcast. In the absence of a brand styleguide and due to a lack of visual strategy, the Raiders mascot was used extensively for any and every instance of communication and typography inconsistencies plagued various brand applications. Our challenge was to develop a flexible, cohesive brand system that would resonate with fans and match the energy of the club.
Inklab developed the brand identity system and strategy for the Canberra Raiders, including its professional women’s team, subbrands and mascots.
The goal of the rebrand was to create a consistent image for the organisation and to increase stakeholder engagement. We updated the colour palette and developed a custom typeface with a supporting type family for corporate and commercial use. The new brand maximises brand equity, enhancing all forms of communication, from jerseys through to digital and broadcast.
We are Raiders and we refreshed our brand with the purpose of uniting every member of our family. We are proud to celebrate our success as we usher in a new era. This brand is for the people. The players, the team, the fans and the community. We are ready for our next challenge. On brand. On field. Online.
Our new lineup of logos and sub marks ensures we are prepared for anything. We’ve sharpened our game face and carved out space for the Raiders new logotype.
As we evolve in the digital age, we are better equipped to stamp our brand into the world.
A consistent brand system unites our brand family and drives engagement for our team, our club and our community.
