Ultimate Rugby Sevens, which founded the competition, appointed Whitestone following a three-way pitch, tasking the group with creating a logo that would communicate the competition’s ‘festive spirit’, says Whitestone director Chris Lightfoot.
The identity is also intended to reflect professionalism. ‘With sevens being included as an Olympic sport it was important that the brand reflected its professionalism and excellence,’ says Lightfoot.
Whitestone’s marque will appear on team shirts, TV broadcast graphics and communications and marketing materials.
‘The shape and colours reflect the excitement and speed of sevens and the use of solid contours give it a sense of professionalism at the highest level,’ says Whitestone creative director Stefan Kraft.