The RFL

Rebranding

The Rugby Football League, the game’s governing body, asked us to help them define their brand strategy and create a new identity.

A major piece of market research carried out around the grounds and amongst the game’s ambassadors told us that although rugby league was one of the most passionately followed games in the word, its brand was anonymous.

Our first suggestion was to change the name from Rugby Football League to RFL to alleviate the confusion that “football” gave the name. We then identified three characteristics that the brand needed to convey: inclusive, uncompromising and passionate and applied those to a new marketing strategy based on the concept of a “family sport”.

The new logo summed up a complex organisation through some key attributes; governance – keeping a firm grip on the game, skill – through the core skill of handling, and care – from grass roots development to professional supervision.

What we did
Brand strategy / Brand identity / Brand communications: Guidelines / Signage / Art direction

RFL logo designed by The Joneses
RFL photography art directed by The Joneses
RFL branding designed by The Joneses
RFL logo designed by The Joneses
RFL branding designed by The Joneses
RFL business card designed by The Joneses
RFL British Lions logo designed by The Joneses
RFL signage designed by The Joneses
RFL logo designed by The Joneses

“Thought provoking and stimulating – The Joneses consistently challenged perceptions resulting in iconic work for the RFL, the national team and the sport itself.”

John Bushell – Sports Marketing Surveys