Brisbane Broncos submit bold new logo for trademark

A Queensland institution has quietly submitted a major change to its branding, in a move that could drain the colour from the state’s flagship NRL team.

The Brisbane Broncos appear to be considering a rebrand for the first time in nearly 25 years.

A newly designed, simplistic horse head logo has been quietly submitted to IP Australia for trademark protection.

While the trademark image is black and white, it’s expected any final version would draw on the club’s traditional maroon, white, and gold colour scheme.

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A club spokesperson confirmed the filing but stopped short of revealing whether the logo would appear on next season’s jerseys.

“A newly created corporate design was recently submitted to IP Australia,” she said.

“The design has not been approved, accepted or registered at this point.”

The new design follows a global trend of cutting back on detail to favour bold colours and a clean silhouette. In the 20th century, NRL logos were generally bold and cartoonish, but it appears the corporate machines behind Australia’s biggest clubs are pushing for a new sense of relevancy.

The potential new Brisbane Broncos logo that was lodged with the trademark office.

Logo changes in the NRL aren’t new.

Clubs like the Canterbury Bulldogs and Wests Tigers have reworked their visual identity in recent decades, often seeking to modernise their image while maintaining ties to tradition.

Associate Professor Sheranne Fairley from the University of Queensland said the Broncos’ relatively modern history makes it more flexible than older clubs like Carlton.

The logo from 2000 onwards.

The original logo made in 1988.

Colour version of the new Brisbane Broncos logo.

Founded in 1988, the Broncos aren’t as constrained by tradition, though changes still carry weight with fans,” she told Nine Newspapers.

She speculated the stripe in the new logo might represent the Brisbane River, a nod to the city’s identity as “the river city.”

The current Broncos logo was first adopted in 2000 and later refined in 2006. It replaced the club’s original 1988 crest, which also featured a stylised horse’s head.

The Broncos have not been afraid to mix things up in recent years and the team’s radical shift to a black jersey for their win over the Gold Coast Titans.

he black jerseys along with black shorts and black socks are being worn to make a powerful statement for the club’s dedicated Mental Health Round.

The jersey was designed in collaboration with Broncos Charity Partner, Black Dog Institute, with the club to make a major donation from the proceeds of the jersey to the organisation.

Originally published as Brisbane Broncos submit bold new logo for trademark