LeagueNews.co | Jess Malloy
The Canterbury Bulldogs are strongly defending their new logo for 2026 amid significant fan backlash. This update marks the first logo change since 2010 and prominently features the Bulldog's head, depicted with a "proud and determined look," as described by the club.
Some supporters have speculated that the design may have been generated using artificial intelligence. However, CEO Aaron Warburton clarified in an interview on SEN Radio that the logo was developed over a period of two years and had already been submitted to the NRL for approval 18 months ago.
Warburton explained that the redesign was initiated during a challenging phase for the club. He mentioned that an earlier version of the logo had issues related to embroidery and digital presentation. "We actually submitted it as you have to do to the NRL about 18 months ago," Warburton stated on SEN 1170's Breakfast. "So, I guess two years ago, on the back of a couple of lean years in terms of the rebuild of the club and where we wanted to head... it didn't embroider well, it didn't rank well digitally, so we knew we wanted to change the logo."
As the club approaches its 100th anniversary, the logo change is seen as a crucial step towards revitalizing its identity.