The International Rugby Board rebrands, changes name to World Rugby

The International Rugby Board (IRB) have officially rebranded and changed names to World Rugby, as announced earlier today at the World Rugby Conference and Exhibition 2014 in London. The new look includes a new logo and website. 

While the IRB has become synonymous with fans around the planet as the organistation that runs the sport, they felt that the name wasn’t fully encompassing of their mission statement to grow the game globally, so have changed it to World Rugby, and brought out a new look and feel.

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.

Design and branding experts FutureBrand came up with the logo, which aims to help deliver the mission to build a stronger connection with fans, players and commercial partners, ultimately engaging new audiences worldwide. Chief Executive officer Brett Gosper explaned:

“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,” Gosper said.

“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.”

Regarding the Rugby World Cup, we are waiting for clarification but it appears that the logo will be untouched. “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,” said a statement.

The new visual identity will make it’s debut on official match jerseys this weekend.

Below is a video that was launched today along with the new logo and identity.