South African Rugby

Evolving an aged national sporting symbol for the dynamic world of sports branding, and the associated consumer appetite and expectation.

A political tightrope, we had to responsibly care for the incumbent symbol’s recognition but retool it to be fit-for-purpose for multichannel and merchandising deployment. Design guardianship with heightened emotion!

Design exploration

Visual Brand Design

Brand Architecture

Committee Presentations

 

South African Rugby (SA Rugby) Springbok badge emblem design with protea icon
The prior SA Rugby Springbok badge was more a biological study than a modern brand expression.

The prior badge was more a biological study than a modern brand expression.

SA Rugby protea emblem redesign with rugby ball
Springbok Rugby's badge detail of Springbok head and eye redesign

Born of legacy heritage, remade for a fighting future.

Overview chat of SA Rugby brand architecture
SA Rugby and Springbok badges side by side denoting brand architecture and prestige principles of being a player
Springbok Sevens emblem and jersey
Siya Kolisi lifts the William Webb-Ellis trophy as world cup winning captain for South Africa's Springboks, in Japan 2019, whilst Faf de Klerk and Eben Etsebeth join him in celebration

 

 

Previous

UOB: evolving from tradition to progression
Next

Publicis LePub: a new Creative Agency brand