(Est. 1974) “Rugby Canada is the national governing body for the sport of rugby union in Canada. Rugby Canada was incorporated in 1974, and stems from the Canadian Rugby Football Union, a body established in 1884 that now governs amateur Canadian football as Football Canada; and the now-defunct Rugby Union of Canada, established in 1929. Rugby Canada administers the Canada national rugby union team and sanctions the Rugby Canada National Junior Championship, a national competition for under-20 men’s teams.” (Wikipedia)
Hulse & Durrell (Vancouver, Canada)
The new brand brings an unmistakable look and feel to Canadian rugby. No bells. No whistles. Bold, straight forward, and genuine. This is rugby. This is Canada. The brand was built on the themes that make this sport remarkable. Courage, tradition, honour, perseverance, and straight up fun. And, the look was influenced by nearly half a century of Canadian rugby iconography.
A strikingly simple logo is at the heart of the new brand. The sport is center stage, set within an angular interpretation of the maple leaf — a symbol instantly understood around the world. The logo is framed by a shield, referencing the sport’s heritage and barricade-like athletic qualities. It’s an unmistakable design that will help connect fans and future players to the sport of rugby in Canada, and serve as a powerful symbol of pride and excellence for Canada’s men’s and women’s high-performance teams.
Images (opinion after)
The old logo maybe set a record for number of maple leaf inclusions with one in the “A” of the wordmark, one in the uniform of the human sprite, and the big one that looked like it was on fire. It was quite atrocious with nothing matching anything in style and everything looking cheap. The new logo falls in line with the rest of the Canadian sports world as envisioned by Canadian sports overlords, Hulse & Durrell, with yet another bold and striking logo that makes good use of the obligatory maple leaf, this time fitting the word “RUGBY” into an angular execution, creating a tight unit. It would have been interesting if the logo and applications held together without the shield shape and just having the leaf with type… that would have been bold. The shield is kind of gratuitous but I can see how it benefits being there and, in general, shields do say “sports” easily. Not much in applications this time around but we get the gist, it’s the logo on stuff. The website looks great with the use of A2-Type’s New Grotesk and works well as a complement to the industrial, condensed sans in the logo. Overall, about what you would expect in high quality and craftsmanship from a Canadian national governing body identity designed by Hulse & Durrell. (Sorry for the lame headline on this post, couldn’t figure out something better.)
Thanks to poor immigrant for the tip.