The Brisbane Broncos have unveiled a new logo described by champion halfback Adam Reynolds as "special" and introduced a battle cry, marking the club's first brand refresh in 20 years.
But the change of logo has divided the Broncos fanbase, sparking backlash in social media comment sections and prompting one supporter to launch a petition in a bid to have the rebrand cancelled.
Brisbane's new logo features a forward-facing Bronco, a shield nodding to the club's original logo from 1988 and the Brisbane River.
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Notably, the word "Broncos" has been culled from the logo.
It's the club's first brand refresh since 2006 — the year Brisbane won its sixth of seven men's premierships.
The battle cry, We charge on, was trumpeted by the club as "a statement of ambition that places Brisbane on the national and international stage".
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"The meaning behind it is pretty special: always charging forward," Reynolds said of the rebrand on Nine's Today.
"Obviously [we've] got the Brisbane River in there, dropped the Broncos name off and put [in] Brisbane — I think a lot of organisations these days are heading that way.
"Obviously Brisbane's heading for a major upgrade with the Olympics coming and no doubt it'll be on the map."
Broncos legend and board member Darren Lockyer said the rebrand had "been in the pipeline" for several years.
"I think like all sporting franchises you're looking to evolve, and we just felt it was time to retire the old brand and look to a new one," Lockyer said on Today.
It was put to the former Broncos captain that the logo appeared to be inspired by American sport.
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"American sport do things really well," Lockyer replied.
"A lot of countries, particularly Australia, look to the UK or to America to see what those sporting franchises are doing. It's got a little bit of that in it.
"You'll notice the Broncos have been diluted a little bit … We'll still be known as [the Broncos], but Brisbane is a bit more of a focus."
Broncos chief executive Dave Donaghy hailed the rebrand as "more than just a logo".
"It's a statement of who we are, where we're from and, importantly, where we're headed," Donaghy said.
"It honours our past, celebrates our city, and positions us for the next generation, making us recognisable globally as we move towards Brisbane 2032 and as the NRL expands overseas.
"We'd be doing the club, our members and fans a disservice if we didn't prepare for the broader opportunities in front of us.
"And what a way for our old logo to bow out, having been part of some of the club's greatest moments, including the history that was made this year [in the NRL and NRLW]."
However, many Brisbane fans have made it clear on social media that they don't like the new logo for a host of reasons, including the dropping of the word "Broncos" and the look of the Bronco.
Broncos fan Joe Mitchell has started a petition dubbed Revert Brisbane Broncos Logo.
"The change was implemented without sufficient consultation or engagement with the fanbase, which has resulted in widespread dissatisfaction and disappointment," the petition notes.
"Fans have taken to social media and local forums to express their frustration, demonstrating a clear preference for the restoration of the original logo.
"It is crucial for the Brisbane Broncos management to acknowledge this outcry by the loyal fanbase.
"By signing this petition, you are urging the Brisbane Broncos to reconsider their decision. Our goal is to amass enough support to show that bringing back the original logo is essential for preserving the heritage and pride of Brisbane."
The club has also unveiled a fresh away strip for next season.
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Reynolds was not only asked about the rebrand in his chat on Today, but whispers of a potential South Sydney reunion.
A report on Triple M radio this month claimed South Sydney coach Wayne Bennett was scheming to lure the off-contract Reynolds back to the Rabbitohs for 2027.
Highly rated playmaker Jonah Pezet will arrive in Brisbane when Reynolds' contract expires, via a one-year stint with Parramatta after a few years spent honing his craft at Melbourne.
Reynolds will be 36 come the end of next season and the crafty general has suffered a long list of soft-tissue injuries over the course of his career.
He pulled a hamstring early in the second half of this year's NRL grand final, ruling himself out of the decider in the 49th minute as the Broncos ran down the Storm to claim their first premiership since 2006.
Despite his age and injury troubles, Reynolds has made it known in recent weeks that he's open to playing on in 2027.
But the two-time premiership winner quashed rumours of a possible return to South Sydney when quizzed by Karl Stefanovic on Today.
"No, it's just rumours, Karl. You know how media works. They obviously like to get stories out there and what not," Reynolds said with a grin.
"There's been no communication [with South Sydney] at all.
"I'm a Bronco through and through, [I] love the club up here and [am] looking to have success again this season."
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