The champion Kiwi franchise undertook an extensive and costly branding review, launched in June following the March 15 shootings in which 51 people lost their lives.

Critics of the team's name and logo said it was linked too closely with the medieval "crusades", a war between Christians and Muslims that spanned hundreds of years.

Crusaders bosses announced on Friday that the name wouldn't change but that the 25-year-old logo - of a medieval knight and sword - would be replaced by the Tohu, a Maori motif.

A joint statement between the Crusaders and NZ Rugby said their final decision was made after canvassing a broad range of the community and rugby stakeholders.

"While the main focus of the brand review was not the club's name, it did consider whether alternative name options would more accurately reflect the club's identity and story," the statement said.

"Ultimately, it was decided that no name better represented the club's commitment to living its values - crusading for social improvement and inclusiveness, and crusading with heart for our community and for each other - than 'Crusaders' did."

The team will play under a "holding brand" in 2020, with the new red and black logo to be fully introduced in 2021.

Crusaders chief executive Colin Mansbridge has repeatedly stressed the terrorist attack and the team should not be linked although the franchise had moved to quickly distance itself from the medieval definition of the name.

"When questions were raised after the 15th of March, we were shell-shocked, as was the whole community, and we were horrified our identity was connected to that event," Mansbridge told reporters.

"It's contrary to everything we stand for. As much as we thought we might not have liked it, we had to acknowledge the association had been made so it was time to go back to our DNA, our core of who we were."

The issue sparked considerable debate in New Zealand, with the Muslim community having said it would support any change to the team's name, although it had been reluctant to force the issue.

The team's horses, which have traditionally performed pre-game laps of the ground for home games ridden by "knights", will remain but the riders will wear a different garb.

Coach Scott Robertson's team recovered from the shock of the shootings to go on and win a third straight title in July. It was their 10th crown, seven more than any other team.

Australian Associated Press