New Salford Red Devils identity has resurrected the Devil

New Salford Red Devils identity has resurrected the Devil

by | Nov 13, 2020

A new identity for Salford Red Devils has been revealed and the Club are pleased to confirm the Devil has been resurrected.  

The new branding will see the Club adapt to thrive in the digital age, create new revenue opportunities and honour the original Red Devils.

The rebrand process, which is outlined in detail HERE, started in 2019 and collated the views and advice of supporters, sponsors, and other major stakeholders.

Salford Red Devils managing director Paul King said: “In consultation with major stakeholders, Super League clubs have recognised a need to change the manner in which the sport presents itself, which aligned with our personal intentions to be fresher and appeal to a younger demographic

“Our new brand is perfectly suited to digital environments and will help us access alternative income streams, by developing our own white label retail range, which utilises the constituent parts of the logo to appeal to a broad range of new and existing fans.

“The feedback from our supporters was integral to our realisation of this new identity, with them requesting a return of the devil to our badge above all else, when asked their thoughts on the Club’s image.

“As someone who grew up hearing stories about the original Red Devils, I am delighted to see our dear friend resurrected.”

Following initial pitches from designers, a focus group was assembled, and a sensitivity test provided all supporters with an opportunity to share their thoughts on the development of the Club’s image.

Andy Roberts, Creative Director, specialising in sports branding and lifelong Salford Red Devils supporter, was selected to design a new identity.

Roberts said: “I’ve been privileged to work in the sports branding industry for over 15yrs, so to be given this project for the team I’ve supported for 35yrs, was a dream come true and an absolute honour for me. I’ve pitched some ideas to the club over the years but thanks to Paul King, with our visions aligned, it was the perfect time to work together.

“Previous logo changes have always lacked clear brand direction. Old logos were too busy and featured too many colours, making them difficult to reproduce, both digitally and financially.”

“I reviewed my previous design concepts to recraft a new image, drawing inspiration from the most successfully marketed sporting organisations, including the NFL, NBA, NHL and NRL. Now is the time to move our great club into that space, with a new, iconic brand.”

“Our ambition was to create a new iconic devil, a digital first brand, used to attract the next generation of fans to Salford, whilst giving existing fans an identity to be proud of for generations to come.”

The latest Red Devils merchandise, featuring the Club’s new logo, is now available to purchase online through Wild Thang.

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