Cape Town’s rugby heartbeat just got a new rhythm. The DHL Stormers, that proud fusion of fierce heritage and fearless ambition, have pulled the covers off a brand-new identity.
The change in direction is one that’s as much about the people who fill the stands as it is about the players who run out onto the turf.
"In it together", the new mantra, isn’t just painted on a wall or stitched into a jersey. It’s a statement of belonging, a declaration that the blue-and-white hoops belong to every community that has ever willed the Stormers over the tryline.
From the grassroots clubhouses of Cape Town’s suburbs to the corporate boardrooms that keep the lights on, the message is simple: we’re one team.
A Logo That Moves With the Game
The centrepiece of this new chapter is an emblem that does what the Stormers do best and that is to honour tradition while surging forward. The famous hoops of the DHL Stormers jersey are no longer just stripes on a kit; they now wrap, connect, and interlock in a fluid design that hums with motion. In the middle, a subtle lightning bolt crackles with a nod to the team’s electric style. This is all framed in a shape inspired by the architecture of their fortress, DHL Stadium.
Stormers Rugby CEO Johan le Roux says the moment was right for a bold refresh.
We have seen some major developments to the way we operate and where we see ourselves going as a club. This felt like the right time to update our identity as we embrace a new era, with all of our stakeholders ‘In it together’ with us.
The previous logo was over 25 years old and past due an upgrade.
This new logo holds far more symbolism, with the hoops of the jersey making up an icon which represents the unity of the various communities that support our team. But this is about far more than just a logo. This is a statement about how we see ourselves and the way we connect with those that support us. We want all of them with us every step of the way as we break new ground.
The Spirit Behind the Symbol
The Stormers have always been more than the sum of their matchday squad. Their secret weapon? Diversity. Players from vastly different backgrounds, supporters from every corner of the Cape, and a patchwork of cultures, histories, and rugby traditions converge under the blue banner.
Director of Rugby John Dobson, who has built his tenure on emotional connection as much as tactical nous, says this isn’t just cosmetic.
This team is one of the best-supported in the world. We have some of the most vibrant rugby communities and no shortage of passion at every level.
This is a big step forward in many ways as we take the DHL Stormers from being a rugby team to so much more. We are ‘in it together’ with everyone who is coming on this exciting new journey with us.
That journey leans on more than sport. The Stormers’ stated mission to Make Cape Town Smile is an emotional currency, the kind that grows in shared moments: a last-gasp try, a youngster’s first match in the stands, or the unspoken nod between strangers in Stormers jerseys on a Monday morning commute.
The Campaign That Connects
The ‘In it Together’ campaign has been carefully crafted to be more than marketing spin. It’s an invitation backed by a coalition of Cape Town’s top creative talent, each lending their craft to a story they believe in.
Chief Commercial Officer Leontine De Sutter sees it as a way of deepening an already rich bond.
Our new identity and the campaign that we have launched seeks to bring our team and the communities that make us who we are closer than ever before. The ‘In it Together’ campaign and our brand film beautifully encapsulate the essence of our team and our new brand proposition.
With contributions from creative strategist Duncan MacLennan, director Chris Moore, advertising mind Justin Gomes, filmmaker Anton Visser, producer Zayd Halim, and music maestro Simon Ringrose, the campaign feels like Cape Town distilled. It’s layered, rhythmic, and unapologetically alive.
More Than a Rugby Club
If the new logo is the badge, the new identity is the bond. It’s about closing the gap between the stadium and the street, the player and the person in row 56, seat D.
It’s about building a brand that can stand alongside the world’s premier sports entertainment entities without losing the local heartbeat that made it great in the first place.
The DHL Stormers are stepping into a future.They are sprinting, side by side with everyone who’s ever worn the hoops, sung the songs, or felt their pulse race at the sight of the team charging out onto the Cape Town turf.
Because in this new era, it’s not their journey. It’s ours!
