Rugby union’s sporting logo

Lloyd Northover Citigate has designed the brand identity for First Division Rugby, the new professional league formed by clubs breaking away from the Rugby Football Union.

Rugby union’s transition from amateur to professional status has been a bumpy ride, with English Professional Rugby Union Clubs Limited being created to represent the leading clubs and players.

The EPRUC owns the new First Division Rugby brand, which is shortened to FDR for its graphic implementation on to players’ kits, rugby balls and merchandise such as caps and umbrellas.

Lloyd Northover Citigate creative director Hugh Oxborrow says: “The brand will enable clubs to generate cash from sales of popular items, and bring revenue into the game.”

The FDR logo has begun appearing on the new league’s players shirts and gets its full launch next week.