Northland had posted one earlier too
Northland Rugby Unveils New Logo for a New Era
Northland Rugby is pleased to announce the unveiling of its brand-new logo.
As the competition approaches the 50th year of the NPC in 2026, Northland Rugby engaged renowned American-based consultancy group Nakatomi-Gruber to help shape the next era of rugby in the region.
The rebrand process began in March 2025 and involved extensive reflection on what rugby in Northland represents. The goal was to create a symbol that unifies our clubs, honours our proud history, and confidently represents our future.
As part of this evolution, the iconic Kauri Tree has been retired and replaced with a bold new symbol — the Pine Tree.
Project Head Biff Tannen explained the thinking behind the change:
“In Northland, there are far more Pine Trees than Kauri trees, and it just really makes sense. They are everywhere. We felt it was a no-brainer.”
Nakatomi-Gruber are known for their work on major global rebrands, including Dunkin’ Donuts to Dunkin’, HBO GO to HBO Max (and later HBO), and the Sci Fi Channel’s transition to Syfy. It was this track record that attracted Northland Rugby to the group.
While the project comes with a price tag of $171,525 USD, the vision behind it is considered invaluable. Northland Rugby CEO Paul Lennane shared his candid reaction:
“Mate, are you kidding me? How did you even get this approved? Tell me this is not happening. Are you serious right now? … $171k? US? I need to sit down.”
The new Pine Tree logo will now stand tall as a modern symbol of Northland Rugby — representing strength, growth, inclusivity, and a deep connection to the region we proudly call home.