World Rugby has officially launched with the unveiling of its logo and brand, bringing to a close the 2014 World Rugby Conference and Exhibition in London on Tuesday.
At the heart of the brand is a distinctive positioning, expressed visually through a modernised and progressive logo that embodies World Rugby’s mission statement to grow the game globally, retaining a link to the organisation’s heritage through its blue and green colour scheme.
With Rugby continuing to inspire and engage new audiences and players around the world, the launch is the culmination of a rebranding process undertaken with the assistance of FutureBrand.
The new expression of the brand, reflected in the new name and visual identity, aims to deliver the federation’s mission to build a stronger connection with fans, players and commercial partners. Ultimately engaging new audiences worldwide.
The new visual identity is being rolled out across the federation’s portfolio of digital properties, including the new worldrugby.org and @worldrugby platforms. It will make its event debut on match official jerseys this weekend.
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World Rugby Chairman Bernard Lapasset said: "Global Rugby participation has boomed by more than two 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."
"Today’s launch embodies our mission statement to grow the global Rugby family beyond our traditional family and fan base and reflects the federation’s evolution from Rugby regulator to Rugby inspirer."
Launching the brand, 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 rebrand will have no impact on Rugby World Cup 2015 branding or positioning, which will remain as it is with its iconic logo throughout the current event cycle.
The announcement brought to a close a hugely successful World Rugby Conference and Exhibition in London, which brought together more than 700 delegates from 60 nations over two days of thought-provoking workshops and panel sessions covering some of the biggest topics in Rugby from player welfare and integrity to the future of Rugby World Cup and delivering an outstanding Rugby Sevens event at Rio 2016.