The International Rugby Board, the
governing body for rugby union, has
rebranded as World Rugby, with a new
identity created by Futurebrand.
The new identity sees the previous rugby
ball logo replaced with a stylised "W”,
while keeping the blue and green colour
scheme from the outgoing identity.
World Rugby describes the new look
as "a modernised and progressive logo…
retaining a link to the organisation’s
heritage through its blue and green
See original link for full story
World Rugby has a new look
I have been reading some comments
on Design Week that have been posted
regarding this brand marque and find
myself disagreeing with the negative
responses thus far.
I actually think this marque pretty
much does its job with maybe one
tweak if I was to be super critical
which I will get to in good time.
But first let me address the negative
people regarding this. Yes I am ex
FutureBrand so you could say I am
biased. however I don't let past
loyalties influence my opinion
(just ask my family, I will tell it
as it is regardless of who you are).
A couple of people have slated this
marque as being awful, the 'W' is
not connected bla bla bla. I am not
sure of the qualifications of the
people concerned and everyone
is entitled to their opinion but lets
look at the marque subjectively
for a moment.
The new Identity blasts the old
one out of the water, firstly in
changing the name by making it
less of a mouthful, gives the brand
more presence and authority.
Secondly heritage has been kept
by retaining the colour combination
and the rugby ball shape is still present
for all to be seen. Yes it might be dull
not to create something spectacular,
but you are creating something that
has to have meaning and Rugby is
the subject we are dealing with here.
The third and seemingly most
contentious point is the 'W'. Look at
it closely and you will see a cup /
trophy, two white vertical lines that
could loosely resemble the posts,
the rugby ball itself and an eye.
This marque will sit well with all
country logos in the rugby world
on interview boards during
I did say that I had a tweak and that
would be to bring the top curve down
maybe 20% reducing the depth of the
'W' which would just make it a little
less awkward and more 'W' like.
Other than that nice job chaps!.
Jason Farr - Partner Trillium Brands
| Friday 7th November 2014