A bold new look for the Women’s Rugby World Cup 2025
As the Women’s World Rugby World Cup 2025 comes to an end (with a fantastic result for the girls!) we reflect on the bold new visual identity that carried the team throughout the tournament. It was packed with energy, capturing the spirit of the game and everything that makes rugby special: its intensity, its heritage, its heart and its future!
This isn’t just a logo refresh. It’s a full rebrand designed to bring the tournament to life in stadiums, on screens and everywhere in between. It’s made to turn heads, build hype and bring in a whole new generation of fans - which it achieved!
Breaking down the rebrand
The ball leads
At the heart of the new logo is rugby’s most iconic symbol – the ball. Bold, dynamic and adaptable, keeping the brand instantly recognisable across every touchpoint.
A typeface that carries the game forward
Modern fonts meet traditional character, delivering a visual identity that feels both contemporary and connected to the sport’s legacy.
Bold colours, broad appeal
Rooted in the established colours of Women’s Rugby, the 2025 palette evolves with a fresh injection of energy. Its vibrant tones bring warmth and strength – creating a brand that connects as powerfully off the pitch as it does on it.
A visual identity that matches the game
The overall aesthetic captures the spirit of rugby – its power, pride and playfulness.
The goal behind the new identity
Bring in new fans
This brand is made for today’s digital world. It’s packed with eye-catching visuals and a tone of voice that speaks directly to the next generation of rugby fans.
Levelling the playing field
The rebrand brings women’s and men’s tournaments under one clear naming system, shining a spotlight on inclusivity and respect throughout the game.
Spark the energy
The design is crafted to spark excitement – from social media to stadium walls.
Keep it flexible
Whether it’s on a TikTok or a tournament mat, the identity adapts while staying strong and consistent.
How it shows up
In the stadiums
Massive wall graphics, bold colour blocks and powerful player imagery all helps to bring the atmosphere to life.
Behind the scenes
Tournament offices get the same energy, with bright visuals and photography that celebrates the people making it all happen.
Across every event moment
From fan zones to wayfinding signs, the identity creates a unified and exciting experience, wherever you are.
This new identity goes beyond a fresh look - it captures the spirit of the game and the bold future of women’s rugby.
