Saracens‘ Bold Rebrand Earns Praise from Creative Director Paul Williams
London, England – Saracens’ recent brand overhaul has been lauded as a masterclass in strategic design by leading Creative Director Paul Williams, signaling a significant shift for the Premiership Rugby club. The rebrand, unveiled this week, aims to modernize the team’s image and reconnect with a broader fanbase, moving beyond its traditional North london roots.
Williams, in a newly published column, confirms the rebrand isn’t merely cosmetic. It’s a carefully considered evolution designed to reflect Saracens’ ambition and values, acknowledging both its history and future aspirations. The move comes at a pivotal moment for the club, following a period of both on-field success and financial challenges, and is intended to solidify its position as a leading force in both domestic and European rugby. This rebrand impacts not only the club’s marketing and merchandise but also its overall identity and fan engagement strategy, with potential long-term implications for revenue and brand loyalty.
The core of the rebrand centers around a modernized crest, a refined color palette, and a new typographic system. Williams highlights the deliberate choices made to evoke a sense of heritage while concurrently projecting a forward-thinking image. He emphasizes the importance of the new visual identity in attracting a wider demographic, particularly younger fans, and strengthening the club’s commercial appeal.
“It’s a genius move,” Williams states, praising the rebrand’s ability to balance tradition with innovation. “They’ve taken everything that’s good about Saracens – the history, the ambition, the winning mentality – and distilled it into a visual identity that feels both authentic and contemporary.”
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