Minor change to All Blacks' logo
December 4, 2002

The All Blacks' logo is to undergo a minor change in a bid to protect the trademark.

New Zealand Rugby Union Acting Chief Executive Officer Steve Tew said on Wednesday that the words "New Zealand" would be removed from underneath the fern, just simply leaving the words "All Blacks".

Tew added that there had been many different versions of the All Blacks logo in the almost 100 years of test match rugby.

"The All Blacks logo has evolved over time. The words New Zealand have been associated with the logo since 1986, when it was officially registered as a trademark," he said.

"The latest change has been done to give the logo stronger legal protection so that the rights of sponsors and licensees associated with the team can be better looked after. Legally, the change makes it more difficult for others to imitate."

He said sponsorship and licensing were critical income streams. Without them the NZRU would not be able to support the game from club level up to the All Blacks.

Click here to see how the logo has evolved courtesy of TVNZ.CO.NZ

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