Salford Red Devils have officially unveiled a new badge, which sees the return of the Red Devil.
They say the new branding will help the Club adapt in the digital age, create new revenue opportunities and honour the original Red Devils.
Salford managing director Paul King said: “Our new brand is perfectly suited to digital environments and will help us access alternative income streams, by developing our own white label retail range, which utilises the constituent parts of the logo to appeal to a broad range of new and existing fans.
“The feedback from our supporters was integral to our realisation of this new identity, with them requesting a return of the devil to our badge above all else, when asked their thoughts on the Club’s image.”
Following initial pitches from designers, a focus group was assembled. A sensitivity test then provided supporters with an opportunity to share their thoughts.
Andy Roberts, who specialises in sports branding and is also a lifelong Salford supporter, was selected to design a new identity.
Roberts said: “I’ve been privileged to work in the sports branding industry for over 15 years, so to be given this project for the team I’ve supported for 35 years, was a dream come true and an absolute honour for me.
“Our ambition was to create a new iconic devil, a digital first brand, used to attract the next generation of fans to Salford, whilst giving existing fans an identity to be proud of for generations to come.”