As the national governing body for the sport, Rugby Canada started in 1974 as a branch of the Canadian Rugby Football Union (now Football Canada) to replace the former Rugby Union of Canada formed in 1929. They now oversee both the national rugby union teams and sanctions the Canada National Junior Championship, a national rugby competition for men’s teams comprised of players under age 20.
Previous Rugby Canada Logo:
This new logo is a departure from the previous branding, implementing a simplicity of style that is the trademark of Hulse and Durrell. A simple red maple leaf on a white field encompassed by a red chevron outline gives the new logo more in common with a coat of arms than a corporate brand image. The branding is meant to exemplifies the ideals of rugby: courage, honour, perseverance, commitment to tradition, and a no-nonsense approach to good old-fashioned sport. The aesthetic of this design is no accident: it is the result of almost 50 years of Canadian rugby iconography.
Hulse and Durrell wanted to make powerful simplicity the key of this design. Keeping the name of the sport front and center, the word Rugby curves gently across the geometrically stylized maple leaf. This symbol is then surrounded by an aegis in red, creating the impression of the barricade-like tactics and athleticism that is the foundation of the sport itself. Per the designers themselves, “It’s an unmistakable design that will help connect fans and future players to the sport of rugby in Canada, and serves as a powerful symbol of pride and excellence for Canada’s men’s and women’s high-performance teams.”
Response to the new logo has been overwhelmingly positive, with many praising the new logo as exemplifying the rugged simplicity and superior aggressiveness of the game. Players and teams have been similarly receptive to the change, as they find it the clean lines and sharp angles to provide a more professional appearance than the previous Rugby Canada logo’s look. Already, hats, clothing, gear and other memorabilia are being produced with the new logo, and it is clear Hulse and Durrell‘s work is likely to be the public image of Rugby Canada for years to come.