Moon rebrands Super Rugby

STW’s Moon Communications Group has helped rebrand rugby’s major international provincial competition – Super Rugby.

The announcement:

Sydney, September 16, 2010: Rugby’s major international provincial competition played across Australia, New Zealand and South Africa, has a new name and brand identity officially unveiled by the rugby union governing body, SANZAR.

The competition will now be known as ‘Super Rugby’, reflecting the increased number of 15 teams competing for the first time this season and the growing importance and success of this tournament.

The identity has been developed by STW’s Moon Communications Group following a competitive international pitch earlier this year.

“It’s exciting and challenging to be working with a brand and competition that is so strongly ingrained in the culture of three very different, strong and passionate countries,” said Moon Group’s CEO, Anouk Darling.

“The new brand identity had to reflect this strength and passion. It had to make a statement about its position and presence on the world stage,” she continued.

“The result is an identity for Super Rugby that highlights the bold nature of the sport.”

ARU General Manager Marketing & Strategy, Matt Brand, said: “Super Rugby is now the biggest rugby competition in the world with the best players and the fastest

format of the game. It’s an exhilarating time for the sport, the tournament and the fans. The new identity seeks to capitalise on and enhance this excitement while marking this time of positive change and growth.

“From 2011 we are moving to an expanded season with more games, more finals matches and more local derbies in each of the three SANZAR countries,” he added.

The identity developed by Moon includes a new logo and brand toolbox to be utilised across all communications.

“Super Rugby’s new logo incorporates a simple, bold ‘S’ that provides an instantly recognisable logo mark to stand out from the crowd,” Darling explained.

“The blue represents the oceans of the Southern Hemisphere and the new horizon for Super Rugby, and SANZAR is represented through the three laces of the ball.”

Moon Communications Group is part of STW Group, Australia’s leading marketing content and communications services group. Moon specialises in delivering creativebrand, retail, advertising, digital and interactive solutions.

Source: Moon Communications Group press release


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