We are Warrington Wolves and have been for a good while, we were The Wire before that, trouble is we are in a marketing world and brand is everything. No way will everyone ever be happy, but that won't get in the way of merchandise sales, we can have a moan but still buy the shirts etc

Anyway we have a new Chief and he needs to show his metal, this may or may not be one of his projects, but it's been introduced on his watch.

It's change and some folks can't handle that, for me I quite like and as was said earlier it will grow on people.

I don't mind change for the better but this is just embarrassing. Can anyone tell me how this is part of some better brand? Why is it more marketable? I could pull a better badge out my Iestyn.

Personally i love it. Its refreshing and bright. The old logo was dark with no real identity. Brave move by the club and re-branding is not an easy decision to make. We should be applauding them for having the balls to take things forward and incorporating the heritage of the club is a true tribute to all our past players. To be a success you have to move forward sometimes it works sometimes it doesn't but at least the board are trying. The fan survey, the workshops and proper fan engagement is how you make a club a brand. Look at Manchester United they are a brand and its that brand that brings in the money.

I actually really like the new badge now.

They still do.



Why is it a brave move? All business (should) re-brand from time to time; and branding is a lot more than just a logo change; a brand is your identity and includes your goals, morals and outlook as a company. It's who you are and how you want people to perceive you.

Fan workshops and engagement seem to be a good idea but who says the fans know what's best for the club. Half of the people who stand near me in the South Stand don't even know the rules of the game at times.

You can't compare this with how Manchester United have grown so large as a business. You think the club engage with the fans there? Most of them who helped build the club into what it is today have been alienated and priced out, replaced by customers from all over the world who are more willing to spend than someone from Stretford who has been supporting the club for 50 years. United's success story stems from many things. From Munich to winning the European Cup, from the red army of the 70's to good marketing in the 80's, and then to having success at just the right time that money came into the game.

Nobody likes change and it can take time for people to come around to it but that is a poor badge. I don't think the current one is great either to be honest. I've shown my wife this morning who has no connection with Warrington and her words were, "It looks very amateurish". Of the ten or so people I've shown it to this morning, nobody has had anything good to say about it.

The only redeeming feature for me is that the man/wolf/badger/transformer in the middle could be used in isolation on a range of merchandise and look half decent.

Saw it last night. Hated it. Saw it this morning and it's growing on me.

More child-like design but will probably sell better on merchandise etc.

Now they just need to announce a kit supplier change to Canterbury or Nike and all will be well for me.

my opinion...first impression...its not brilliant....it might grow on me....but 1st impressions tend to stick with brand identities.

I give that opinion as a fan of 30 years and a professional designer of 20 years. If anyone in my team had produced that...it wouldn't have been presented to the client.

The wolf looks like some sort of weird robot with it mouth open, the wire flash at the bottom looks stuck on as a last minute thought and it totally ruins the dynamic shape of the shield ....the pointy bit at the bottom...any decent shield design has the pointy end visible...makes it look stronger and edgier. And why the light blue colour? We are primrose and blue....not primrose and several shades of blue..some wishy washy.

I'd like to know who did this, and how much it cost. Was it put out to tender? And why weren't the fans consulted?

Of course this is just my opinion...and its subjective. Maybe it will grow on me.

It's horrid but so was the last one, but at least it says the wire on it, and it wont make any difference what my thoughts are, so it'll do like the last one did.

To be honest, after the 74 coat of arms, I hated the 75-79 blue shirt with the big W. Yet I'd love to see us in that retro shirt now.

Absolutely spot on. If this was a GCSE design project, then the student may good good marks if they could back up the theory behind the design. THE WIRE hasn't even been done to the contours of the ribbon.

As for the branding, you either drop the Wolves completely, or you keep it. The fans have and will always acknowledge us as the wire. Even as new generations have come through, Wolves has never caught on. Having the Wire on the badge makes no difference to the perception of the club from inside or outside. As far as I can see, we're still Warrington Wolves. This is what it will say on the fixture list, on the BBC website and what will come out of Sky Commentators mouths.

I too would love to hear how much they've paid for this.

Not as much as Warrington borough council paid for the green lemon slice logo before returning to our coat of arms....we paid in taxes £200,000 for the logo alone plus £1000's to change all the letter headings etc....and now we've just had our tax pay for reverting the logo back again.

What we need now is to transform Wolfie into a snarling fearsome beast, perhaps based on Fenrir from Norse mythology (going down the line of that scary mascot Partick Thistle FC have now got).

www.foggassociates.com/ this is the agency that did it....they certainly have good creds....but the badge design looks clip art-esque. 2/10

www.foggassociates.com/ this is the agency that did it....they certainly have good creds....but the badge design looks clip art-esque. 2/10

I love the way the club produced a load of spiel saying the fans wanted a stronger "brand" to identify with. As if any fan has ever asked for that! Fans will have asked for the club to stop trying to sweep our Wire heritage under the carpet and replace it with Wolves. The club have gradually listened on this, hence the recent merchandise incorporating the name, and now this badge.

I also notice WTFC changed their badge a year or two ago and stopped using "The Wire" on that, so I'm guessing WRLFC bought the copyright from them. I might be wrong though.

Either way, the club have acknowledged that the fans have always used Wire(s) and after 18 years it's obvious that isn't going to change, so they've tried to find a way to incorporate both names into an overall rebrand. That's better than nothing.

It's a big improvement from the days of a forlorn club official holding up a piece of cardboard in front of the Fletch at the start of the 1997 season with "Come on you Wolves" written on it, while the entire terrace chanted "WIRES WIRES" back at him. The club probably hoped it would grow, and it hasn't.

I'd still prefer Wolves to go completely, but at least this is something. In all honestly I do think the popularity of Wolfie, especially amongst younger kids they're trying to attract to the club, is the only reason they're keeping it and I can't really argue with that. They could hardly drop the name and keep the mascot (well they could, but it would seem daft) so they've looked for a happy medium.

This rebrand is all about The Wire though and I'm happy with that, despite a badge that looks like my six year old nephew has drawn it.

After it was mentioned yesterday that "Wolves" may be dropped from the name, i am a little disappointed today that that wasn't the big announcement. I have never associated with "Wolves" or "the Wolves" or even "Warrington Wolves". To me the club are "Warrington" or "The Wire", i am a "Wire", we are "Wires" and officially the club is "Warrington RLFC". I've always been a little envious of the Hull clubs and St Helens for not going down the gimmick route of an animal or mythical beast or whatever as a part of their clubs' names.

But it appears it is here to stay as unfortunate as that is for many of us. However, as it goes, at least Wolves isn't already a big NRL brand/franchise and other than being a Black Country association football club's nickname and the Minnesota Timberwolves, there isn't really a big worldwide brand of "Wolves". So in part it is original and we're not just copying another "Wolves" brand, like "Broncos" or "Warriors", and at least Wolves were actually a native animal of this country unlike "Rhinos" or "Tigers".

I actually quite like the new club crest though. There are things i don't like and maybe they can be ironed out: I don't like how "WARRINGTON" is not within the crest and how "WOLVES" looks stronger and more prominent within the crest than "WARRINGTON", also "THE WIRE" doesn't quite fit the ribbon's curve properly and is a different font to "WARRINGTON" and "WOLVES"......but i really like the new Wolf, i like the Wire and the seven clubs references/images and the more i look at it, the more it's growing on me. It's modern and fresh looking. and i am absolutely delighted that the club are re-recognising us as "The Wire"!

So to those who went last night, what other announcements were made?...

they announced there was free water and fruit juice upstairs after taking my money for 4 bottles of water, i was not happy.