When the NRL was formed in 1998, the club opted for a change of logos to present a new modern image moving forward.
There were two issues that forced this decision;
- The Bulldog logo was claimed to be the intellectual property of the ARL.
- The demands of meeting the NRL Rationalisation Criteria before the year 2000 meant that the club needed to be pro-active in making sure that all marketing opportunities were realised.
The change in jersey and new logo presented a modernised image which proved to be successful. In 2000, the club changed the name to the Bulldogs in an attempt to broaden the supporter base.
Today, the Bulldogs enjoy the success of maintaining the traditional supporter base from within the Canterbury-Bankstown district while building an expansive supporter base by playing in Sydney's leading sporting arena, the Telstra Stadium at Homebush.