Brisbane Broncos Unveil New Look
Brisbane Broncos have raised the hackles of club traditionalists and diehard fans with an historic rebrand of their once iconic logo and jersey.
The Broncos unveiled their new livery in late November ahead of the 2026 season. The redesigned logo has been given a minimalist makeover, featuring the famous bronco in a shield – a nod to the original 1988 logo – with a stripe that is meant to represent the Brisbane river.
It’s the first time the team logo has been changed in 20 years. The rebrand also includes new away jerseys, which have been changed to a navy blue kit to honour legendary league scout Cyril Connell, who passed away in 2009. The home kit will retain the traditional maroon and gold strip.
The refreshed look also comes with a new catch cry: “we charge on”, though the word ‘Broncos’ has been removed from the logo. The alterations are all part of the team’s brand development as it enters a new era of competition on and off the field.
The Broncos worked in partnership with global agency DDB Group, in consultation with club players, staff and sponsors to develop the new designs over 18 months, which reportedly cost the club a whopping $300,000.
Unsurprisingly, Broncos corporate have championed the new logo and jerseys in a widespread PR campaign, exalting the redesign as a proud landmark in the 38-year history of the club.
Not everyone is convinced it’s a change for the better though. While some fans have shown support, or at least said they could get used to it, others aren’t so impressed by the Broncos’ willingness to abandon team tradition and history.
The new design has been panned by fans and pundits for altering core elements that are integral to the team’s identity, particularly removing ‘Broncos’ from the logo. The move is intended to align with the Brisbane 2032 Olympic vision and coincides with a growing global trend of simplifying sports logos.
The change of colour palettes is also an issue, with many questioning why the Broncos would betray the tribal language of team spirit. Maroon and gold have always been the Broncos’ colours, allowing fans to distinguish and identify themselves. Changing such a vital part of that tribal identity has led to wavering sentiment about team loyalty and whether or not the move will deter more fans than it attracts.
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But Broncos corporate seems unfazed, already boasting 50,000 members signed on for the 2026 season. The Broncos rebrand comes after the team claimed the 2025 NRL premiership; the last time they changed their logo was in 2006 when they last won the premiership.
For some, the new Broncos logo and jerseys reek of design by committee. What was once a proud symbol of our city has become another corporate logo. Others argue that after 20 years, it was time to refresh the brand.
What really matters though is what happens when the Broncos take the field in the 2026 season. If they can bring home premiership glory for the second year running, no one will care what they’re wearing.
