Building Character Since 1823

Working with Futurebrand as a lead creative from the start of the project, I developed a series of visual concepts and logo routes that would support the organisation’s new name (World Rugby) and the strategy created by the planning team.

Previously named the International Rugby Board (IRB) the new brand identity, including a new logo, was developed launched with the aim to deliver the federation’s mission to build a stronger connection with fans, players and commercial partners, and ultimately engage with new audiences worldwide.

At the heart of the brand is a distinctive positioning, defined by character building values of honour, courage and optimism. This is expressed visually within a modern and progressive visual identity that retains a link to the organisation’s heritage through its blue and green colour scheme.

“Our new brand certainly stands out and enables us to promote our consumer-facing properties in a way that they will be more appealing and impactful to the sport’s growing global fan base.”

World Rugby Chief Executive, Brett Gosper

Agency: Futurebrand