Exeter Chiefs say they have received a “very positive” response to the decision to replace their Native American-themed branding with a new club logo from this summer. The club’s “visual identity” will now be based on a local Celtic chief inspired by the Dumnonii tribe, who were based in Devon, Cornwall and part of Somerset in the iron age.
The change, as confirmed by the Guardian in November, follows criticism of the club’s existing branding and accusations of “cultural appropriation”. Now, in common with several North American professional sports teams, the club’s badge is being revised and will bear the helmeted image of a Celtic warrior, a nod to the heritage of the surrounding region.
