'Fear the Fin': Sharks get a new logo and slogan

SPOTLIGHT: The Sharks have taken the next step in their evolution under the ownership of MVM Holdings.

That step is in the form of a new logo.

"The Sharkie logo has been tweaked slightly and has undergone some refinements while retaining the essence of what Sharkie is all about," said a statement from the team.

"The changes include the placement of his dorsal fin higher up his back to make him more menacing and dangerous, much like the team he represents.

"The placement of his fin brings focus to his ferocity."

The old logo will still appear on the URC playing jersey for the 2022/2023 season. This is due to an eight-month kit production lead time.

The new logo will be debuted on the Sharks kit for their first foray into the Champions Cup later this year.

The team also revealed a new slogan: "Fear the Fin".

"Our new slogan was created to ensure it stays within the brand’s theme and portrays us as fierce east coast predators and is meaningful to our fans, who are encouraged to chant this slogan at our matches," said the Sharks.

The story continues below...

Commenting on the rebrand, Sharks CEO Eduard Coetzee said: "Re-igniting the passion for the brand amongst our loyal support base not just in South Africa, but globally is the driving force behind the rebrand as we broaden our reach and attract new markets internationally.

"The positive changes we have undergone since the global pandemic will be used as a catalyst to successfully reposition our brand as an internationally revered rugby brand that is underpinned by a culture of inclusivity."