New Stormers logo 'works' but fans need time to embrace it – Jonathan Cherry, brands expert

CapeTalk's Lester Kiewit speaks to Jonathan Cherry, founder of Cherryflava.com.

Listen below: 

Stormers Rugby has taken a step into the future with the unveiling of a refreshed, bold new logo to bring together the various communities that make it one of the most well-supported rugby clubs in the world.

The club said the new logo ushers in a new era: that we are all ‘in it together’.

ALSO READ: DHL Stormers steps into a new era with new logo launch: 'In it together'

Fans have been reacting to the new logo online. The overall sentiment is that it will take time for some to embrace it.

Others say the team should focus on improving Western Province rugby, rather than changing logos, while TikTok critics say, "It's not giving..."

From a brand perspective, the updated look is a good move; it's more commercial and modern, argues Cherry.

"I think we get used to how a brand looks... the logo or products they have become part of our world. When a much-loved brand like the Stormers suddenly changes its look, it's a shock to the system because humans don't like change very much. When it is a sports team of a city, you also have this personal attachment to it and that's related to the nostalgia you have with the team... but in time, people will get used to the change."

- Jonathan Cherry, founder - Cherryflava.com 

"The old logo was looking a bit tired, it was 30 years old... they've created something new that looks far more commercial and more modern. I don't mind it at all. To me, it looks unique and different, they own the colour blue and they've brought in distinctive brand assets of the hoops, and for me, it works... that's what you've got to judge it on: can they build a visual asset on this thing? I think they can..."

- Jonathan Cherry, founder - Cherryflava.com 

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