Springetts has designed the new Rugby Football Union logo, which was unveiled on England shirts in the match against America last Saturday.
The identity features a redrawn rose, the traditional motif of the team. It will be featured on all promotional material for future matches, as well as on signage at the RFU’s headquarters.
Springetts managing director Pete Green says: “We’ve done the signage at Twickenham, all RFU corporate stationery and designed a unique typeface. We have also developed six England team mascots called the Twickenham Pack.”
RFU marketing executive Chris Hornbuckle emphasises the need to “ensure that England Rugby and the RFU have a strong consistent visual presence that means something to all our audiences.
“We’ve intensified the aspects of the previous identity that were positive, and given us a clean, clear way of applying this as powerfully as possible across everything we do,” he explains.