BERKELEY, Ca. – The All Blues Women’s Rugby Team is glad to unveil its brand new team logo. The design, created by Cameo Motley and later modified by Jen Humphries, features the same team colors but with a decidedly different feel. The old logo, designed in the 70s, was modeled after UC Berkeley’s bear mascot. It features a dancing bear wearing All Blues team colors, complete with shades and a white rugby ball. The new logo features a fierce, navy blue bear with prominent claws, holding a rugby ball in its maw. The bear is defending the Bay Bridge that stands solidly in the background.
The request for a new logo was for “something fresh, something that represents us in the bay, our strength and history as a club, and our team philosophy behind it,” according to Jessica Kaiser, who helped trademark the new design. The redesign was part of a mission to increase awareness of the All Blues as a semi-professional Bay Area women's sports team, a key goal over the next five years that was identified in an executive retreat meeting back in 2013. Motley’s design was chosen by the board in a contest for a new logo, and although it has been modified, remains similar to her original design.
Part of the reason for the redesign was to distance the team’s brand from that of the Cal team’s, hence the noticeable absence of the “Berkeley” part of the team name. However, the bear mascot remains, showing the “strength and stability of the club while representing a great area of the country, not just for rugby, but to live in as well,” according to Humphries.
Merchandise featuring the new logo came out on July 2015, at the All Blues’ inaugural 7s tournament. Gear featuring the new logo will be worn as the team enters the 2015 WPL season. While many will miss the old dancing bear, the new logo hopes to carry its legacy as the team continues to be bigger, better, bluer—and fiercer.