I am pleased to provide an update on the latest developments at Northampton Saints as we prepare for the return to action and share an important piece of news regarding our future visual identity.
After completing 16 consecutive rounds of league and European games, most of our squad have now returned to the Club to prepare for our upcoming matches against the Stormers and Sale Sharks. Additionally, our players are representing Northampton in the Six Nations and the England A team, and we eagerly anticipate their continued involvement on the international stage over the next couple of weeks before they return to prepare for our visit to Bristol Bears when the Premiership restarts.
I want to take this opportunity to provide an update on the Club’s recent project to evolve our visual identity. Our goal is to become a modern, sustainable, and innovative rugby club deeply rooted in our community, and we are confident that our brightest days lie ahead. To achieve this, we recognize the necessity of a strong visual identity that resonates with our supporters and the wider community.
Through our recent supporter survey, as well as further research and discussions with our Supporter Engagement Group, it has become clear that there are areas we need to work on to futureproof the visual identity of Northampton Saints. Our current crest has been challenging to recall, does not scale well digitally, and does not adequately showcase the core Black, Green and Gold colours that are so important to our supporters. Furthermore, it does not fully reflect the unique history of the Club, as it was originally designed as an adaptation of the Town’s coat of arms.
As a result of this research, the Club’s Board has decided to undertake a project to evolve our crest. We understand that this decision may be uncomfortable for some supporters, given the emotional connections many of you have with our current crest. We want to assure you that while we are evolving our visual identity, the history and tradition of Northampton Saints will remain at the heart of our work. We have consulted with the Club Historian and the Foundation’s Heritage team, and their input will continue to guide us on this journey.
We are excited to work alongside a specialist external agency, Jard Design, to create a new crest that truly reflects the identity of Northampton Saints, honoring the Club’s past while looking forward to the future. Our aim is to unveil the new visual identity in the summer of 2024, and we hope that you will support this important project for the future of Northampton Saints.
In the meantime, we look forward to welcoming you back to cinch Stadium at Franklin’s Gardens for our upcoming matches against the Stormers and Sale Sharks as we prepare for the return of the Gallagher Premiership and Investec Champions Cup.
Thank you for your continued support.
MARK DARBON
Chief Executive, Northampton Saints
To read Saints’ visual identity research summary in full, please CLICK HERE.