It’s time to #RiseAgain

10
Sep
Category: The Club

It’s time to #RiseAgain

On the eve of our 140th anniversary, Hull KR are delighted to unveil a fresh new look ahead of the 2022 season.

In a statement of intent to continue to build on the progress made on and off the field in 2021, we are proud to unveil an evolution of the club crest.

Sporting the traditional shield shape alongside the famous red and white, the new identity features the three crowns representing Kingston Upon Hull with a unique Robin twist.

The Robins nickname and Hull KR have been synonymous since the club was established in 1882. Originally known affectionately as the Robin Red Breasts, before becoming shortened to simply the Robins, it’s a nickname that is ingrained in the club’s DNA.

Hull KR Chief Executive Paul Lakin has stressed the need to evolve. “Fans will be seeing the green shoots of progress on and off the field that we are starting to show. We know we have a long way to go, but if we have genuine ambitions to establish ourselves as an even stronger force in the sport, we have to evolve and modernise everything we do.

“Whilst we all love the old crest we have grown up with, it is a monologue brand in a digital world, it’s no longer fit for purpose. To achieve the cut-through we need in the digital and commercial world, we have to freshen up and have assets that can be tailored for each platform where we represent the club.

“Selling a baseball cap to a new fan or younger fan with three traditional crowns on it is a tough ask, when you lift one of those Robins out and place it on the same product then suddenly it works. It feels aspirational.”

The process to evolve which was originally started in 2019 has seen fans from aged 4 to 75 involved, extensive feedback from sponsors, former players and marketing experts consulted. Hundreds of variations and approaches were considered but in the consultation period, a favourite route became clear with the club keen to remain authentic and true to its history.

Driven by the club’s head of marketing Craig Franklin, and developed by renowned marketing agency Nomad, who were behind the FA Premier League rebrand, the task of evolving one of the sport’s most iconic names and recognisable badges has been an extensive process.

Commenting on the process Craig explained;

“During the consultation period, we had some groups who said the shield shape and retaining the three crowns were non-negotiable. Yet at the other extreme, we had groups that were happy to completely overhaul and wanted us to be bold and brave and move to an NFL style Robin character. With what we’ve developed we feel we’ve found the perfect balance between the two. It allows us to clean things up in certain areas, achieve cut-through on digital and broadcast, yet retain a more traditional looking crest for the shirt and other traditional media.

“I know what this badge means to people and what it represents, including my family. I grew up on these terraces with them, and I knew we had to find a balance, so we were authentic to ourselves and who we represent, yet move us forwards. I’m confident the final version is a true modern reflection of the club and will stand the test of time as we enter an exciting new chapter of our history.”

A dedicated micro-website has been launched so fans can read about the change in more detail at hullkr.co.uk/TheRobins.

Hull KR take on Castleford on Saturday evening, live on Sky Sports, kick-off 7.45pm, tickets are on sale now at hullkr.co.uk/tickets.

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