Northern Edition

Select Edition

Northern Northern
Southern Southern
Global Global
New Zealand New Zealand
France France

'What are they doing?!': Six Nations rebrand panned on X

Peter O'Mahony of Ireland lifts the Six Nations Trophy following the team's victory during the Guinness Six Nations 2024 match between Ireland and Scotland at Aviva Stadium on March 16, 2024 in Dublin, Ireland. (Photo by Charles McQuillan/Getty Images)

The Guinness Six Nations became the latest rugby brand to revamp itself with a “supercharged” orange identity ahead of the 2025 campaign.

ADVERTISEMENT

The warm colour palette was chosen to reflect the feeling of “optimism the fans feel when getting together at the end of winter” to experience the Six Nations.

Extensive research was undertaken ahead of the rebrand, with “fans, target audience members, Unions and Federations, and international rugby players” engaged.

Video Spacer
Video Spacer

The logo formalises the gender identity of the men’s version of the Six Nations with a capital “M”, aligning with the women’s version.

The rebrand has caused angst on X with exisiting Six Nations fans highly critical of the new look.

Daily Mail rugby writer Chris Foy called it an “abomination” and asked “what are they doing?!”.

ADVERTISEMENT

Fans were equally unimpressed: “There is absolutely no way this passed market testing… if it ‘did’ – I can only imagine it was done by an agency who were allowed to mark their own homework.”

Another fan wrote: “Genuinely one of the worst things I’ve ever seen. Bravo.”

ADVERTISEMENT

The rebrand brings the men’s tournament branding in line with the women’s and U20 style, with all three competitions using the same font and bold colour type.

Go behind the scenes of both camps during the British and Irish Lions tour of South Africa in 2021. Binge watch exclusively on RugbyPass TV now 

ADVERTISEMENT

Kubota Spears vs Saitama Wild Knights | Japan Rugby League One 2024/25 | Full Match Replay

The gruelling reality behind one of the fastest sports in the world | The Report

Boks Office | Episode 40 | The Steven Kitshoff Special

Perry Baker in the house | HSBC Life on Tour | Los Angeles

O2 Inside Line: All In | Episode 6 | Le Crunch

The Unexpected Journey to USA 7s Glory | Aaron Cummings | Sevens Wonders

USA vs Japan | Full Match Replay

Yokohama Canon Eagles vs Shizuoka BlueRevs | Japan Rugby League One 2024/25 | Full Match Replay

Confidence knocks and finding your people | Flo Williams | Rugby Rising Locker Room

Tackling reasons for drop-out in sport | Zainab Alema | Rugby Rising Locker Room

Jet Lag: The biggest challenge facing international sports? | The Report

Trending on RugbyPass

Comments

0 Comments
Be the first to comment...

Join free and tell us what you really think!

Sign up for free
ADVERTISEMENT

Latest Features

Comments on RugbyPass

TRENDING
TRENDING Fissler Confidential: Harlequins' Italian stallion bolting to exit Fissler Confidential: Harlequins Italian stallion bolting to exit
Search