New logo, new jerseys: Inside Brisbane Broncos’ first brand makeover in 25 years
New logo, new jerseys, and a bold new look to become a world-leading sports brand. The exclusive look at Brisbane’s first brand makeover in 25 years. SEE THE PICTURES
The Broncos have undergone their most dramatic image makeover in 25 years as the newly-crowned premiers chase a golden NRL dynasty - and look to take their iconic brand to the world.
This masthead has exclusively obtained images of Brisbane’s bold, innovative look for 2026 - including a new logo and playing strip - in the Broncos’ most significant rebranding in a quarter of a century.
Brisbane’s fairytale premiership win this year has proven the perfect launchpad for a cutting-edge redesign that will propel the reigning NRL premiers into a new era of domestic and international appeal.
And the Broncos’ new look is not merely cosmetic, with the club joining forces with the Queensland government to establish a promotional presence at key city sites in the lead-up to the Brisbane Olympics in 2032.
Brisbane’s new battlecry - We Charge On - will underpin the revamped Broncos’ ambitious quest for back-to-back premierships next season after breaking a 19-year title drought in 2025.
Brisbane skipper Adam Reynolds will lead the glamour side onto Suncorp Stadium for round 1 next year with a vibrant new identity, just the third iteration of the Broncos logo in the club’s 38-year history.
“This is more than just a logo - it’s a statement of who we are, where we’re from and importantly, where we’re headed,” Broncos chief executive Dave Donaghy said.
“It’s definitely an historic day for our club, the next chapter in our evolution.
“I think the new logo looks great – it’s the first new look in two decades.
“It honours our past, celebrates our city, and positions us for the next generation and to be recognisable on the global stage, particularly as we head towards Brisbane 2032 and as the NRL expands overseas.
“We’d be doing the club, our members and fans a disservice if we didn’t prepare for the broader opportunities in front of us.
“And what a way for our old logo to bow out, having been part of some of the club’s greatest moments, including the history that was made this year.”
As part of Brisbane’s first branding shake-up in more than two decades, the Broncos will also unveil a new away jersey – a midnight blue strip that is a tribute to legendary scout Cyril Connell.
The new logo was designed in partnership with global brand agency, DDB Group, following 18 months of consultation with Broncos players, staff, member groups and sponsors.
Brisbane’s second logo was introduced in 2000, the year the Broncos won their fifth premiership, and has been fittingly retired after this year’s title triumph against Melbourne.
Critics of that logo believed the Bronco resembled more of a chess piece, with a crocodile-style appearance, prompting a rebrand focused on a more robust, sophisticated look.
The new design features the iconic Bronco in a forward-facing stance, capturing the ‘We Charge On’ theme, framed by a shield as a nod to Brisbane’s foundation logo in 1988.
The stripe flowing through the Bronco is a tribute to the Brisbane river.
Significantly, the Broncos nickname has been removed from the logo for the first-time in the club’s history, with the word ‘Brisbane’ powerfully sitting atop the new club crest.
The Broncos moniker has been the predominant theme of the club’s past two logos, but Donaghy says Queensland’s flagship team is ready to expand globally on the back of Brisbane’s growth as an Olympic city.
The Broncos turned over $81 million in revenue this year, an NRL record, and are on track to become the first rugby league club to reach $100 million.
“This is a great city. We have put Brisbane up in lights,” Donaghy said.
“Our logo has changed but our brand doesn’t - we are Brisbane’s team.
“We wanted the Bronco to stand out even more, we wanted a bold, forward-facing Bronco that in time can become a real iconic symbol for the club and for the city.
“The important thing around this redesign is it’s a celebration of who we are and where we come from.
“Brisbane has undergone such an evolution over the last decade and when you look at the opportunity for the city and the club, it’s enormous.
“Brisbane will be an Olympic city in seven years time.
“We have got the world’s biggest show coming to town and the timing is right for the Broncos to charge on.
“We can’t wait to do that again in 2026.”
As part of the new look, the large ‘BRISBANE’ landmark letters overlooking the river at Southbank will be rebranded with Broncos colours following negotiations with the government and council delegates.
Signage at Brisbane’s Red Hill headquarters and billboards across Queensland have been updated to showcase the Broncos’ sleek image transformation.
A stirring video, narrated by legendary commentator Ray ‘Rabs’ Warren, will be released across social-media channels, highlighting the Broncos’ journey, values and blueprint for a new era of premiership dominance.
Coach Michael Maguire, who broke the longest title drought in Brisbane’s history, lauded the new Broncos logo.
“For myself it’s about building on the history,” he said.
“There’s a lot of meaning to the new logo when you dig a little deeper, there’s a great storyline that is told.
“You can’t stand still. You’ve got to keep moving forward, and we have an exciting group.
“I feel we’re at the infancy of what we can go towards but it’s going to take everyone to be able to do that and charging on is a big part of it.”
TRIBUTE TO A CLUB LEGEND
The revamped Broncos are going back to the future by unveiling a new playing strip in honour of a club legend as Brisbane look to deliver world-class entertainment at Suncorp Stadium next season.
While Brisbane’s famous maroon-and-gold home strip is untouched, the premiers will don a new away kit in 2026 as a tribute to the great Cyril Connell.
The legendary Broncos scout, who passed away in 2009 aged 81, signed some of the club’s most famous players, including Ben Hunt, the sole survivor of the Brisbane team that wore a “Cyril Connell” navy jersey in 2010.
Now, 16 years later, the memory of Connell will live on for the entire 2026 premiership via the midnight blue secondary jersey, which will replace the white away kit the Broncos wore this year.
A baby-faced Hunt was 20 years old when he wore the jumper against the Dragons in 2010, and says he will be honoured to uphold the Cyril legacy after finally winning his maiden premiership ring this year.
“It means a lot to be able to wear another jersey that pays tribute to Cyril,” Hunt said.
“Cyril was the first bloke who really believed in me, he signed me to a development contract when I was 12 and set me on the path to becoming a Bronco.
“He changed my life, and he did the same for so many young players across Queensland.
“To be able to honour him as part of this new chapter for the club is really special.
“Every time we run out in that jersey, it’s a reminder of where we’ve come from and what Cyril helped build.
“It’s something I’ll wear with a lot of pride.”
As part of Brisbane’s bold image makeover, which includes a new logo, the Broncos are determined to ramp-up their game-day events at Suncorp Stadium next season.
The Broncos have closely studied game-day extravaganzas in American sports and want to replicate the epic scenes of this year’s epic preliminary final win over Penrith, when 52,491 delirious fans literally shook the Suncorp stands.
“We want to bring a US-style sports entertainment experience to Australia,” Broncos boss Dave Donaghy said.
“We will be investing in the Broncos show at Suncorp.
“When people come to Brisbane and ask, ‘What do we do?’’, we want people to say, ‘Go to a Broncos game and you will have a bloody good time’.
“How we invest in that experience will drive us into the start of the New Year.
“We had 41,000 fans on average this season and we don’t take that for granted.
“We want to keep investing in that fan experience and make sure we are putting on the best show in Australian sports entertainment that rivals and is akin to anything you get in the UK, Europe or the US.
“When you look at benchmarking, what we saw for the Penrith preliminary final game _ that’s now the standard.
“We want to execute and deliver that every week and every home game.
“People will see us with a different look with our logo and they will have a greater experience at a Broncos game as well.”
Originally published as New logo, new jerseys: Inside Brisbane Broncos’ first brand makeover in 25 years
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