The Brisbane Broncos have taken the first major step in a bold rebrand by submitting a fresh new logo design, the Red Hill club’s first in 25 years. The new look, still under review by IP Australia, marks a big shift for one of Queensland’s most recognisable sporting clubs.
A Modern Image From A Traditional Home
The Broncos’ Red Hill base remains central to the club’s identity as it moves to modernise its image. A new logo, submitted in black and white for trademark approval, shows a simplified horse head within a shield.
While colour isn’t confirmed, it’s expected to feature the traditional maroon, gold and white. The club hasn’t said if it will appear on next season’s jerseys, with the trademark still under review. The shift reflects a wider trend in sport toward clean, modern visuals that appeal to younger fans.
Inspired By Local Identity
A stripe through the horse’s head has caught fans’ attention, with some saying it mirrors the shape of the Brisbane River. The club hasn’t confirmed it, but the idea suggests a strong local link in the design. As a team founded in 1988, the Broncos have room to refresh their image without clashing with deep-rooted tradition.
Their Red Hill home, the Clive Berghofer Centre, is where day-to-day operations and community work are run. Any branding shift is likely to grow from this base, keeping the club’s identity tied to its Brisbane roots.
Recent Moves Show Broader Refresh
Earlier this season, the Broncos released a black jersey for the NRL’s Mental Health Round. Created in partnership with the Black Dog Institute, the jersey gained strong support from fans. It marked a creative and social step forward for the club and may have paved the way for this broader rebrand.
While that jersey was temporary, the new logo, once approved, could stay with the club for decades. Together, these updates suggest the Broncos are serious about presenting a fresh face to both local fans and a wider audience.
Debate Over Live Mascot Continues
The rebrand has sparked fresh calls to retire the Broncos’ live horse mascot, Buck. Animal group PETA urged the club to stop using the horse and proposed renaming the team the Brisbane Boomerangs to honour Indigenous culture.
The Broncos have rejected the idea, saying Buck is well cared for and still loved by fans. There are no plans to remove the mascot or change the club’s name. For now, attention remains on the new logo and how it will shape the club’s next chapter.
Published 13-June-2025
