Exeter keep Chiefs name but drop Native American logo

Exeter is to rebrand itself in line with the ‘Celtic Iron Age tribe Dumnonii’ after deciding to drop the controversial Native American theme which drew heavy criticism.

The new identity, including a logo change, will come into effect from July and while the ‘Chiefs’ moniker will be retained, the club said it will now be aligned with a “poignant and meaningful nod in the past”.

The Iron Age Celtic tribe Dumnonii encompassed an area covering Devon, Cornwall and parts of Somerset for centuries before the Roman occupation of AD 43.

Much of the proponents campaigned for change believing that the current imagery disrespects the indigenous peoples of North America, sparking a review process that is now complete.

Opposition clubs have repeatedly urged Chiefs fans not to wear the symbolic headdress on their pitch, while the National Congress of American Indians wrote to President Tony Rowe last year to say the current branding “harms native people through the offensive stereotypes it promotes”. .

“We are delighted to welcome the next era of rugby to Exeter. Exeter has been and always will be the most important term in our overall identity,” said Rowe.

“The term Chiefs, however, is also ingrained in our roster, dating back over a century ago when teams in this region regularly referred to their first teams as the Chiefs. We are Exeter, we are the leaders!

“As a rugby club we have been willing to listen, we have consulted widely, and now we are ready to invoke change.

“It’s a new direction for our great club, but it’s also an exciting vision which I have no doubt will propel us forward and upwards over time.

“Our new image will bring to life our supporters’ pride in supporting their club, uniting us all under one brand that underlines all of our core traditions.”

Two-time 2020 Gallagher Premiership and Heineken Champions Cup winners Exeter officially became known as the Chiefs in 1999 but have had ties to the moniker for decades.

Their “Big Chief” mascot was retired last year as opposition to branding intensified.

As well as their new association with the Celtic Iron Age tribe Dumnonii, Exeter also draws inspiration from the history of the ‘Celtic Kingdom of Dumnonia’, which was established around 410 AD and spanned nearly five centuries. .

“The change of identity comes following the fact that the Exeter board has undertaken a comprehensive and informative review process over the past two years,” a statement from the club read.

“During the launch of the new image, detailed submissions, together with extensive historical research by leading professionals, were undertaken to ensure the club has a brand that not only recognizes our traditions but, more importantly again, identifies with our supporters and the region itself.”

About Frank Torres

Check Also

Kate Middleton’s secret codename looks like a comic book character

When Prince William and Kate Middleton walk through the gates of Kensington Palace to live …