The reigning champions of the Gallagher Premiership, Northampton Saints, have officially presented their new club crest, scheduled to take effect from the forthcoming season. This decision follows the club’s determination to update their crest, which has been featured on their kits since 1984, in order to better reflect the club’s identity.
Following extensive research, Northampton identified five key issues with the previous crest requiring attention. Fan surveys revealed difficulties in recalling the former crest, and a feeling that it did not sufficiently represent the club’s core colours of black, green, and gold, nor did it adequately reflect the club’s rich history. Additionally, the old crest failed to raise awareness of the club and posed challenges in recognition when scaled down.
In collaboration with Jard Studio, the club has developed a new crest aimed at addressing these issues by simplifying the design while integrating the original emblem into a more modern version. The unveiling of the new crest has been received with enthusiasm by the club and its supporters.
Mark Darbon, the Chief Executive of Northampton Saints, expressed pride in the club’s new crest, highlighting the importance of upholding the club’s tradition while also looking towards the future. He recognised the diligent research and assistance provided by the club historian, Graham McKechnie, and the Heritage team at Northampton Saints Foundation, as well as Jard Studio in the creation of the new crest. Darbon also expressed hope that the fans would support the change, acknowledging its significance for the future of the club.
Graham McKechnie, the club historian, emphasised the new crest as a symbol deeply rooted in the history of Northampton Saints, representing a fusion of tradition and modernity.
In summary, the introduction of the new club crest marks a significant step in the evolution of Northampton Saints, as they aim to maintain their relevance, appeal, and sustainability in the ever-changing landscape of professional rugby.
In conclusion, Northampton Saints have prioritised the preservation of the club’s heritage while embracing a fresh, contemporary look with the introduction of their new club crest. The change symbolises a meaningful development in the club’s ongoing journey and has been warmly received by the club and its fan base. With the upcoming season on the horizon, the new crest sets the stage for an exciting chapter in the history of Northampton Saints.