The new identity sees the previous rugby ball logo replaced with a stylised “W”, while keeping the blue and green colour scheme from the outgoing identity.
World Rugby describes the new look as “a modernised and progressive logo… retaining a link to the organisation’s heritage through its blue and green colour scheme.”
The new branding is launching ahead of the 2015 Rugby World Cup, which will be held in England, and make its debut on players’ shirts during the autumn international matches this weekend.
World Rugby says the rebrand will have no impact on the Rugby World Cup branding and positioning however.
Global rugby participation has grown by more than 2 million to 6.6 million players over the past four years, according to World Rugby, while the sport is set to make its Olympic debut with rugby sevens being played at the Rio 2016 Games.
World Rugby Chief Executive Brett Gosper says: “Supported by a new name, a distinctive, optimistic and progressive new brand, and clear character-building values World Rugby collectively has the ingredients and tools to do just that. We want everyone to feel connected with the sport and Rugby’s ongoing success story.”
“Our new brand certainly stands out and enables us to promote our consumer-facing properties in a way that they will be more appealing and impactful to the sport’s growing global fan base.”