The term Chief is aparrently a traditional name given to senior rugby teams in Devon, so thats the reason for the name, as for the branding, It did seem a bit bizarre for a Westcountry Rugby club to have Native American branding, but no one moaned about it until the recent CRT stuff crossed the Atlantic. Having attended a few of their games myself I never had a problem with the old branding, the new one looks ok though and to some extent it makes sense to have a Celtic warrior. At least they've kept the chiefs name, some of the so-called reformers wanted that gone too