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'Next era' - Exeter Chiefs ditch controversial branding and unveil new design

Ollie Devoto /PA

Exeter Chiefs have revealed their new branding after over a year of online debate around their use of Native American iconography in their team logo.

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A campaign to see them remove the Native American branding saw them ditch their ‘Big Chief’ mascot last year and now they – after a review and consultation – have rebranded to reflect the historical legacy of Devon and Cornwall, while keeping the ‘Chiefs’ name.

Those against the Native American logo had accused the club of cultural appropriation, a campaign which led rivals Premiership clubs to request that Exeter fans not fair faux Native American headdresses to away games.

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Instead, the new logo will pay homage the Celtic Iron Age Dumnonii Tribe, “which encompassed a unified area covering Devon, Cornwall and parts of Somerset for many hundreds of years before the Roman occupation from 43 AD, as well as the later ‘Celtic Kingdom of Dumnonia’, which was established around AD 410 and continued for almost 500 years.”

The club say that the new imagery came about after a process of “detailed submissions, together with extensive historical research from leading professionals” which “have been undertaken to ensure the Rugby Club have a brand that not only recognises our traditions but, more importantly, identifies with our supporters and the region itself.”

“We are excited to welcome in the next era of rugby within Exeter,” said Chairman and Chief Executive, Tony Rowe OBE. “Exeter has and always will be the most important term in our overall identity. The term Chiefs, however, is equally entrenched in our make-up, going back to over a century ago when teams in this region would regularly call their first teams that of the Chiefs.

“We are Exeter, we are the Chiefs!

“As a Rugby Club we have been willing to listen, we have consulted far and wide, and now we are ready to invoke change. This is a new direction for our great club, but equally it’s an exciting vision that I’ve no doubt will propel us onwards and upwards over time.

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“Our new imagery will bring to life the pride our supporters have to support their club, unifying us all under one brand that underlines all of our core traditions.”

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1 Comment
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Jon 1056 days ago

New logo modelled on Jack Nowell?

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Tom 1 hour ago
Will Bristol's daredevil 'Bears-ball' deliver the trophy they crave?

Also a Bristol fan and echo your sentiments.


I love watching Bristol but their approach will only get them so far I think. Exeter played like this when they first got promoted to the prem and had intermittent success, it wasn't until they wised up and played a more balanced game that they became a consistently top side.


I really want Bristol to continue playing this brand of rugby and I don't mind them running it from under their posts but I don't think they need to do it every single time. They need to be just a little bit more selective about when and where on the pitch they play. Every game they put themselves under so much needless pressure by turning the ball over under their posts trying to do kamikaze moves when it's not required. By all means run it from your goal line if there is a chance for a counter attack, we all want to see Bristol running in 100m tries from under their posts but I think until they learn when to do it and when to be pragmatic, they are unlikely to win the premiership.


Defense has been a real positive from Bristol, they've shown a lot of improvement there... And I will say that I think this kamikaze strategy they employ is a very good one for a struggling side and could be employed by Newcastle. It's seems to have turned around Gloucester's fortunes. The big advantage is even if you don't have the biggest and best players, what you have is cohesion. This is why Scotland keep battering England. England have better individuals but they look muddled as a team, trying to play a mixed strategy under coaches who lack charisma, the team has no identity. Scotland come out and give it full throttle from 1-15 even if they struggle against the top sides, sides like England and Wales who lack that identity drown under the relentless will and synergy of the Scots. If Newcastle did the same they could really surprise some people, I know the weather is bad up there but it hasn't bothered the Scots. Bristol can learn from Scotland too, Pat is on to something when he says the following but Scotland don't play test matches like headless chickens. They still play with the same level of clarity and ambition Bristol do but they are much better at picking their moments. They needed to go back to this mad game to get their cohesion back after a couple of seasons struggling but I hope they get a bit wiser from matches like Leinster and La Rochelle.


“If there’s clarity on what you’re trying to do as a team you can win anything.”

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