Crusaders logo change: What do people think?

"Awkward", "tokenised", a "refocus on love" –reaction to the new Crusaders logo has undoubtedly beenmixed.

The Crusaders announced on Friday they would retain their name, and revealed a new logo to replacethe scrapped knight and swordsymbol.

New Zealand Rugby and the Crusaders held a press conference in Christchurch, concluding the extensivebrand review thefranchise committedto in June.

Crusaders board chairman GrantJarrold, Crusaders chief executive Colin Mansbridge, and New Zealand Rugby Head of Professional Rugby ChrisLendrum, confirmed the 10-times Super Rugby champions would"reclaim its meaning through a new brand".

READ MORE*Super Rugby: Crusaders keep name but reveal new logo design​*Crusaders name decision imminent*Crusaders planning to lose Razor*Rennie gets Wallabies job

It's a decision that couldgratefor those who called for the name to be scrapped in the aftermath of the March 15 mosque shootings, which prompted some to link the club to the centuries-old Crusades,bloody medieval conflicts between Muslims and Christians.

The new logo –The Tohu –is shaped by the natural landscape in the Crusaders region, stretching from the top of the "Southern Alps to the depths of our moana", the Crusaders said in a statement.

Mansbridge said the team considered "many" other names during the decision-making process, but ultimately opted against change.

Reaction to the decision has been varied across the board.

Dr Johnson Witehira​, an artist who did his doctorate in Māori visual art, called the design "awkward".

He compared it to the Air New Zealand logo with the ends cut off.

"It looks like they've cut a piece of a koru off," he said.

"It looks a bit awkward, it doesn't look refined."

He also commented on the whakataukī​, or proverb, "Mā pango mā whero" saying the oldest reference he could find referring to the proverb was "whenslaves worked with chiefs, work would be done faster".

Without any other te reo references on the Crusaders website, he thought it could be"tokenised".

Around the streets of Christchurch on Friday, people had differing views.

Lila​ Gibbens​thought the name should have been changed along with the logo.

"It doesn't quite relate to each other. I've grown up withit and to me, the Crusaders logo had the Crusaders in it. This one doesn't associate with the title so much."

Matt Hyde liked the change. "It's just the logo that's different, and the team name is still the same. We all know the history behind the Crusaders.I think it's a good change."

Sandra Matthew and Neil Viegas​ said it didn't look as "epic" as the last logo, but liked the Māori inspired design.

Government officials were pleased with the design.

Minister for sport and recreation Grant Robertson said it was ultimately a decision for the Crusaders and NZ Rugby.

"It's good to see they carried out a thorough review, including talking to the Muslim community and iwi, and I encourage them to keep engaging with their community."

Christchurch mayor Lianne Dalziel said she fully backed the Crusaders' announcement.

"They have completely rebranded themselves with crusading for good in their community, which is what they've always stood for.

"I'm lookingforward to the upcoming season and will continue to support them from the sidelines."

The Muslim Association of Canterburysecretary Feroz​ Ditta​ said: "Our views remain unchanged. From the outset we had distanced ourselves from this and we let the management of the Crusaders and the community at large make the decision.

"We wanted to be left alone and didn't want to be part of the process."

Instead, the team would have wanted to come out of the exercise "clean" and be seen to have listened to theirsupporters, he said.

"The Crusaders marketing team hasdone a great job – they are probably the most recognisable Super Rugby team – but all their imagery was irrevocably linked with the Christian crusades.

"They had to drop that but if they'd decided to go in a radical new direction, I think they wouldhavemislayedtheir hand."

ChristchurchNZchief executive Joanna Norris said she was "supportive" of the Crusaders and their new direction.

"It goes without saying ChristchurchNZ are proud our city is home to one of the world's best rugby teams, and their decision to refocus on love and inclusivityis reflective of our city's diverse and compassionate people."