England Rugby rebrands to reflect the sport’s spirit

Onwards has overhauled England Rugby’s branding, using big type and textures borrowed from the playing field to reflect the reality of the sport

The branding studio says it hopes the updated identity will open up the sport to a wider set of people, particularly ahead of Six Nations and the Rugby World Cup in 2019. It makes the most of England Rugby’s vast collection of content, with Onwards designing a ‘timeline’ graphic device that can be used to frame photography as well as moving image, and work across environments such as TV and social media.

“A brand like England Rugby has so much great content, from the elite teams down to grassroots and volunteers,” Onwards co-founder Graeme Cook told CR. “Our idea was around the ‘game of our lives’, and pushing all this content to the front – almost making them feel like a content brand in the same way as a TV channel.”

Why do I need to register?

Every month, hundreds of thousands of people visit us here on our website. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. We just ask you to provide a few details about yourself and what you do. Don't worry, we won't share your information with anyone, unless you give us permission to do so. In return you can:

Submit your work

Send us your latest projects, which we will review and consider to be featured on our website or in the print magazine.

Receive our newsletter

Get the latest creative insight and inspiration delivered straight to your inbox, in a newsletter curated by the CR editorial team.

Subscribe for more from CR

Subscribe to Creative Review to access all our premium online content, the digital archive which includes over 400 issues of the magazine and much more.

DIGITAL EXPERIENCE MANAGER

Burnley, Lancashire

HEAD OF COMMUNICATIONS

Halesworth, Suffolk