Robert Norster said,

"We have ensured that the new design encompasses the traditions of the past and our aspirations for the future and have taken into consideration the views of representatives from many of our stakeholder groups during the design process. The result is a modern, dynamic brand reflecting the forward thinking culture of our organisation."

International marketing group On Trac:Communication have worked closely with the Club to create the new corporate identity and develop the brand concept. Aggie Rees-Tyler, marketing director, said,

"We're delighted to create a strong brand for the club that's upbeat and inclusive, setting the pace for new rugby."

The new Cardiff Blues shirt was unveiled in front of the 200-strong invited audience, made up of club officials, shareholders, supporters, corporate sponsors, key figures from the Cardiff business community, sporting celebrities and television personalities.

The modern, stylish look of the new brand has been captured in this striking design - the heritage illustrated in the presentation of the club's traditional colours, blue and black.

Robert Norster added,

"A huge amount of effort has been made to ensure that the past 127 years of club traditions are not lost. We are delighted by the way these aspects have been respected and retained within the new modern brand."

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