Loyal Crusaders rugby fans are sharing their thoughts on the new logo unveiled on Friday, and some of them aren't impressed.
The champion Super Rugby franchise retained their disputed name for the foreseeable future but have revamped their brand as a result of the Christchurch mosque shootings.
However, unwanted attention has already been attracted by fans who have condemned the rebrand. The franchise has been accused of "bowing to pressure".
On Friday, the Crusaders and NZ Rugby revealed the name would remain the same, but unveiled a new-look logo that featured a Māori motif and the phrase 'mā pango, mā whero'.
Translated, the Māori proverb refers to different cultures working together.
The Muslim community was consulted but wanted no part in the decision.
On social media, the rebrand has been labelled as the "worst design job ever" and "absolutely bollocks". Rugby Pass journalist Tom Vinicombe said retaining the name but ditching the logo made little sense.
"Either rebrand completely on the fact that your team's identity was poorly decided upon in the first place, or reject the criticism and continue as you were," the journalist wrote on Twitter.
Comedian Guy Williams also had some feedback for the franchise.
"Rugby unites people in New Zealand," he said on Twitter. "Changing the Crusaders name was a chance to refresh and rebuild for 2020."
Williams added no name change meant it would be a "constant awkward thing people can't agree on".
In an opinion piece earlier on Friday, Magic Talk radio host and veteran broadcaster Peter Williams said he sensed something "very woke" was about to happen.
Some social media users have defended the logo however, calling it a "simple but thoughtful design".
"Always loyal to the team," one Facebook user wrote. "Great job on the logo, even though it is tough to see the slight change in our identity."
Crusaders chief executive Colin Mansbridge said the franchise was "shell-shocked" by the Christchurch and was "horrified" its identity was connected to the incident.
"We have to be crusaders who include and unite. I think people see us as something quite different to the link that was made - I think that's obvious."