Brand identity is an invaluable tool in the world of sports, appealing to the emotions of sports fans regardless of where they are from. A strong, cohesive brand identity helps to build trust and loyalty and creates a feeling of community and unity among supporters.
The Rugby World Cup is one of the biggest sporting events in the world, consistently attracting millions of viewers each year. Back in November 2014, the International Rugby Board (the governing body for the RWC) relaunched its brand identity as ‘World Rugby’. This move reflected the organisation’s mission to increase engagement worldwide, as well as create a deeper connection to existing fans.
However, with each new World Cup event, the brand appears to alter its logo and brand, creating a somewhat personalised sub-brand. Doesn’t this contradict the idea of remaining consistent in appearance to be effective in reaching your audience? Let’s look at the Rugby World Cup Paris 2023 brand.
The 2023 version of the brand was designed by WiteKite Studio, an Australian brand consultancy that specialises in Sports and Events. The design makes heavy use of the ‘Mobius Ribbon’ as a graphic device throughout the brand. This graphic element appears in the logo and is also referenced in the typeface, which was created with the help of Paris-based typographer Mathieu Reguer. The Ribbon represents unity and connection amongst people, with World Rugby’s mission to engage audiences in mind. Naturally, the main colour scheme mirrors the colours of the host nation, which are in this instance the colours of the French flag. Additionally, the typeface - named Mobius - is described as a visual representation of France as a nation: expressive and fun.
Sport is always progressing, and therefore it makes sense that the brand should progress along with it. A dynamic brand like the Rugby World Cup will help to reflect milestones and progress made in the world of rugby. For example, in 2019, the Rugby World Cup was held in Japan. This was the first time the event had ever been held in Asia.
Creating an exclusive brand for each event is key to providing an identity that encapsulates the unique experiences provided by the host country to rugby fans around the world. The opportunity to host such a major event is a chance for that country to share a piece of themselves and their culture with the rest of the world, and a unique brand identity helps them to do this, rather than adopting a generic, one-size-fits-all approach.
A brand that continues to grow fits well in this industry, given the evolving nature of sport. A changing identity like the Rugby World Cup allows a brand to reignite passion and enthusiasm among fans, participants, and contributors with each new iteration.
If you require a dynamic, forward-thinking brand that drives passion, let’s talk about what we can do for you and your audience.
