Team England Rugby
BRAND IDENTITY FOR THE MEN’S ENGLAND RUGBY TEAM’S REPRESENTATIVE BODY
Team England Rugby was founded in 2024 by the members of the men’s England Rugby Team. The main purpose of the organisation is to be the exclusive representative body for the collective rights of the England Rugby Team, both on and off the pitch.
Good Noise was appointed to work on the brand strategy and create a brand identity, webpage and a suite of business stationery.
As an organisation, Team England Rugby combine an acute awareness of the pressures that the game can put the players under with an understanding of the commercial demands made by other stakeholders.
We worked with player and Director of Team England Rugby, Anthony Watson and Managing Director, Gaia Bursell over a series of workshops to establish the brand position. This involves questions and discussions around what the brand stands for and how best to communicate to its target audience.
The players are young with a professional, modern outlook and the organisation itself would have to convey a sense of trust, strength and fairness to cater for the needs of other contractual counterparties. The key values for Team England Rugby are to put the players interests first, approach challenges with a modern attitude and to set a standard in the way sports representation is handled.
The organisation allows players to focus on their performance with confidence that their interests off the pitch are being well looked after. Team England Rugby is unique as it’s an organisation that presents a united front, created by the players for the players. Its personality is forward thinking, confident, unpretentious, strong and trustworthy. ‘Forward Together’ is the phrase agreed upon to best represent the essence of their unique brand DNA.
Taking the learnings from our strategic workshops, we began work on the brand identity. The main challenge was to create a logo marque that aligned with the organisations values and personality including confidence, strength and trust, whilst representing a break from the establishment and status quo.
Our solution was to create a dynamic icon that followed the momentum and energy of ‘Forward Together’. We did this by mapping the St. Georges Cross around the shape of a flying rugby ball. We combined this with a a strong, clean, simple typeface to create a confident authentic logo that the organisation can feel proud of.
We also utilised the ‘flying cross’ icon in various ways so it could also be cropped to form different compositions that could be used as a graphic for backgrounds or cover art in printed applications.
The identity is applied to apparel, business stationery and presentation templates. All applications were supplied with a set of brand guidelines for use by the in-house team.
