The Sharks confirmed Thursday that they have changed their logo and, in the coming weeks, will change their Currie Cup and URC kits, launch a new website, reopen a reimagined Sharks Cage store and “further brand experiences across the Sharks ecosystem”. Though the Durban union is embarking on a large-scale rebranding initiative, CEO Shaun Bryans said, “Our badge has evolved. “In 1996, this club had the courage to redefine itself as the Sharks [being Natal Rugby Union, previously] and helped shape the modern era of South African rugby. “The rollout will continue over the coming weeks with the launch of the new Sharks Currie Cup and URC kits, the reopening of the reimagined Shark Cage, the launch of the club’s new website and further brand experiences across the Sharks ecosystem.” It is the beginning of a new era for the Sharks Rugby Club.