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IRB announce rebrand to World Rugby

18 November, 2014 Share socially

World Rugby has officially launched with the unveiling of its brand identity, designed by FutureBrand, in front of a packed audience at the IRB World Rugby ConfEx in London on Tuesday 18th November, 2014.

The new brand aims 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.

The launch is the culmination of a major rebranding process undertaken with leading London based agency, FutureBrand.

World Rugby Chief Executive Brett Gosper said: “In an incredibly competitive global entertainment and sporting marketplace, Rugby must continue to appeal to those who know and love the sport and its heritage, while attracting, engaging and inspiring those who have no connection with the sport across multiple cultures and languages around the world. Supported by a new name, a distinctive, optimistic and progressive new brand, and clear character-building values World Rugby collectively has the ingredients and tools to do just that. We want everyone to feel connected with the sport and Rugby’s ongoing success story. 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." 

The new brand is being rolled out across the federation’s portfolio of assets, inclusive of all digital and social channels, making its event debut on match official jerseys this weekend.

“We are extremely proud to be playing a part in the evolution of rugby’s governing body at a time where the game is becoming a truly global spectacle, and is gearing up to appear in the Olympics at Rio 2016" 

- Nick Sykes, President FutureBrand EMEA

Global Rugby participation has boomed by more than 2 million to 6.6 million players over the past four years, driven by the commercial success of Rugby World Cup, World Rugby’s development strategies and record investment, strong and vibrant Unions and Rugby’s re-inclusion in the Olympic Games.


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Above: World Rugby CEO Brett Gosper unveils the new identity