Why has the club decided that now is the right time to update the brand?

We have seen a transformation of the team’s performances over the past year and have also recently announced our intention to build a purpose-built stadium next to BT Murrayfield.

It is therefore the perfect time to better identify with the club’s long and proud history of representing Scotland’s capital whilst establishing a strong culture that has a positive impact both on and off the field.

Why has the club changed the logo and its colours?

The club’s logo and colours now better reflect the long and proud rugby heritage of the city.

The new club badge retains the three turrets inspired by Edinburgh Castle, the original district badge and the city’s flag and coat of arms whilst the club colours return to the original palette of the Edinburgh district side when some of the city’s most celebrated rugby names traditionally played in blue and white.

The only new addition to the crest is the year in which representative rugby was established in Edinburgh (1872) and the old red colour has been replaced with a burnt orange colour – inspired by the city’s volcanic beginnings at Castle Rock and Arthur’s Seat – to signify this new and exciting chapter for Edinburgh in the modern game.

Is there a new name or nickname for the club?

No. The club’s name is Edinburgh and always will be. We proudly represent Scotland’s capital city and the east of Scotland and that will always remain at the heart of everything we do.

Our supporters will be at the heart of any potential future nickname for the club.

What research did you do to come up with the new badge and colours?

We chose our new badge and colours following a year of study, research and development.

Our focus was in finding inspiration from the rich history and heritage of the club and from the city of Edinburgh.

A full audit process was undertaken, and research undertaken with players, staff and supporters who contributed what they believed should be considered as part of any brand project.

Can you explain the design for Edinburgh’s new brand?

The new club badge retains the three turrets inspired by Edinburgh Castle, the original district badge and the city’s coat of arms. The turrets are presented in a bold and modern shape above the city’s name, with the only new addition to the crest being the year in which representative rugby was established in Edinburgh – 1872.

Meanwhile, the club colours will return to the original palette of the Edinburgh district side when some of the city’s most celebrated rugby names traditionally played in blue and white.

The old red has been replaced with a burnt orange colour – inspired by the city’s volcanic beginnings at Castle Rock and Arthur’s Seat – to signify this new and exciting chapter for Edinburgh in the modern game.

Did you get any feedback before deciding on the final badge and colours?

Following feedback from players, staff and supporters during the audit stage, we had a clear brief of what was required and have delivered against this.

The Head Coach has been fully supportive throughout the process as have the playing squad to ensure the new brand fits as much on the field as it does off it.

Why did you not directly consult the fans?

We led the project as a club with input from senior players and management, whilst taking into account the brief which was developed off the back of supporter interviews.

Although we did not consult supporters in a direct manner in the final stages, their opinions – whether conveyed through social media, email or directly to the club – were central to the final brand identity and supporters will continue to dictate the future of the new brand through the club’s Fan Engagement Forum.

When does the new brand come into effect?

The new brand comes into effect from today (Thursday 31 May).