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Dragons RFC - Welsh region are now 'a club' as rebrand revealed
By Ian Cameron
The Dragons will henceforth be known as ‘Dragons RFC’ as the Welsh URC side unveiled its new branding and identity.
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The new look was revealed at Rodney Parade this morning, although photographs of the rebrand were leaked online over the weekend. The new look is a bid to return to their local roots and is the second rebrand within five years.
The new Dragons RFC branding has a thoroughly old school feel and is a conscious move away from the slicker and more modern dragon’s tail crest that they’ve used for since 2017.
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A statement from the club reads: “Dragons Rugby today officially becomes Dragons RFC as we start a new era here at Rodney Parade. We also launch a new visual identity as we celebrate our links to our home – the city of Newport and the historic Rodney Parade – and underline the fact that we proudly represent the whole of Gwent.’
“Our new name makes it clear – we are a rugby club.
“This is a message we know strikes home with our supporters. We all see ourselves as a club and we feel strongly about that. It is our identity; it is who we are and what we represent. This does not detract from us representing our region or the people of Gwent. But we are being authentically true to what we have always been and now our name reflects this.”
“The history of Gwent has also played a big part in our new brand. It is represented by the introduction of three amber fleurs-de-lis – symbolic across many crests in our region.”
Dragons RFC will adopt three main colours going forward: black and amber to represent Newport, plus the blue of Monmouthshire and Gwent to represent the region.
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“All three colours will feature on new home and away jerseys, while our new away shirt also encompasses the colours of all the clubs without our region.
“The Dragons’ tail – that has adorned our badge since 2003 – will remain on the collar of our playing jerseys.”
Chairman David Buttress said: “We are excited to welcome in a new era at our great club and this change comes in the wake of a robust, challenging, and honest debate over the past 12 months.
“Opinions and feedback have been canvassed to ensure the club has a brand that feels authentic and true to us.
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“This is a new direction for our club, we are not losing our identity, we are evolving and growing.
“We are proud to be based in Newport at Rodney Parade and the black and amber colour represents that. Our proud connection to Gwent and the player pathway is reflected in the design.
“We know how proud our fans are to support Dragons RFC and we look forward to now coming together as one unified club under this new identity and working together towards a bright and successful future.”
