RFU - Brand Development
To define and celebrate the spirit of English rugby ahead of the Rugby World Cup in 2015.
Rugby is for everyone. It brings us together supporters and players in glorious enjoyment of a tough sport played in friendship. English rugby in spirit and play is part of the very definition of Englishness.
At the heart of rugby is Union. The Unifying Power of rugby makes the sport unique. We love to win, but not quite as much as we love to belong. It brings people together like no other game can. We believe rugby is a force for good.
The England brand is designed to be a rallying cry for the rugby family. It strongly positions the England teams as the elite exemplars of the sport. The brand also positions the RFU governing body as a dynamic playmaker for the sport overall, the fans and grass roots activists. The brand gives meaning, purpose and relevance to the entire culture of English rugby.
A passionate use of patriotic colours, a bold and unique handwritten font and a natural photographic style reflects the strength and power of rugby and its unifying brand values.
A thorough set of guidelines enabled the RFU design team to achieve greater consistency of application than ever before.