Evolving and moving forward: Why Hull KR have decided to rebrand

The entrance to Hull College Craven Park showing the old (left) and new (right) club emblems

Hull KR have unveiled a new club crest ahead of the 2022 as part of the club’s 140th anniversary celebrations.

Sporting the traditional shape alongside the club’s red and white colours, the new identity features three crowns representing the City of Hull with a Robin twist.

Hull KR have had their ‘Robins’ nickname since the club was formed in 1882. Originally known as the Robin Red Breasts before becoming shortened to the Robins, it is a nickname that is synonymous with Hull KR.

But why the need for change?

General ground view showing the new club emblem

A club statement read: “On the eve of the club’s 140th anniversary, one of its most famous names is looking to evolve as we look to build the foundations for the next generation.

“In the digital age, and fans across all sports changing how they consume content, competition for fans’ attention and interest has never been greater.

“The current badge heavily inspired by the Kingston Upon Hull badge, that remains part of the club’s identity whilst evolving to a format maximising our exposure on digital platforms and broadcast media, providing commercial opportunities to secure this sport’s future.

“We must respect our history whilst inspiring a new generation of supporters to carry our rich tradition forward, to find new fans away from the sport. Everyone at club now focused on moving forward and building for our next 140 years of history, change is needed and a world class identity is the reason underpinning this period of transformation.”

The digital world

General ground view of Hull College Craven Park displaying the new club emblem

The club statement continued: “Sometimes history can inspire you, but to truly move forward, sometimes you have to look forward and evolve. As the club looks to celebrate its 140th anniversary, we have to use this as a time to celebrate everything we know and love about the club, but to also reflect and ensure we are moving forwards at every level to ensure we are here for the next 140 years.

“The crest which we know and love today, was designed for an analogue world, to attract and retain the next generation of supporters we have to evolve consider how we compete with the challenges of the 21st century and the digital world.

“Whilst retaining a full traditional version of the badge, we also now have a fierce looking Robin which will be used as an icon across digital platforms and selected retail lines. ‘The Robins’ is in our DNA and are fiercely territorial animals who sing to proclaim territory. We were one of the first clubs in sport to ever adopt an animal based nickname. Whilst we remain true to who we are, and we’ve never changed our name, it’s time to leverage that history and apply it in the modern world.

“This is about the club building on 140 years of history to continually move forwards, with a fresh approach in how we look and how we think whilst staying true to who we are.

“We all have a role to play in moving the club forward to inspire the next generation of supporters, partners and players to understand our history and heritage, but not be afraid to evolve and grow. This is the start of an exciting new chapter for the club, and our greatest legacy will be that we are a community centric club in the heart of East Hull, that’s still evolving, growing and pushing itself forward for the next 140 years.”


  1. does this mean that they will get more fans through the gates or is it a bit of a distraction I wonder, given that one third of Hull FCs season pass holders live in east Hull

    • People don’t have the money to go, there are far too many other things of more importance people need to spend their money on, food, shelter, heating, etc. I’m sure more would like to go, but it’s just too expensive.

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