The Six Nations Championship, an annual and prestigious rugby competition, has unveiled a refreshed visual identity featuring three logos. This update reflects not only the championship’s growth but also the evolution of rugby as a sport.
As the successor to the Four Nations Championship, the Six Nations Championship (SNC) has united the national teams of England, France, Ireland, Italy, Scotland, and Wales since 2000. Often considered an unofficial European rugby championship, the franchise dates back to 1883, when it featured only teams from the United Kingdom. Since 2019, the competition has been sponsored by the beer company Guinness.
A New Identity for a New Era
In unveiling the rebrand, the championship’s management emphasized that the update is not merely a new version of the Guinness Men’s Six Nations logo. The rebranding process, ongoing for nearly three years, includes not only the men’s tournament but also the Women’s Six Nations and the U20 Six Nations championships.
Timed to coincide with the 25th anniversary of the Six Nations Championship, the rebranding celebrates the competition’s rich heritage while striving to reclaim its former glory. The redesign process involved extensive research and surveys among players, coaches, staff, fans, and other stakeholders. The result is a modern and striking identity that enhances the visibility and appeal of the brand.
The Evolution of the Logo
The previous tournament logo, introduced in 2003 during sponsorship by the Royal Bank of Scotland, incorporated the company’s name and symbol, as well as an innovative depiction of a rugby ball resembling a “6.” After Guinness became SNC’s sponsor, the emblem went to include the company’s name and symbol – the harp – which is, in turn, connected with the symbolism of Ireland.
The new Men’s Six Nations logo marks a complete departure from this approach. The phrase “Six Nations” has been replaced by the abbreviation “M6N,” presented in a visually dynamic and dimensional design. Similarly, the Women’s and U20 championships now use “W6N” and “U6N” logos. A notable graphic feature is the stylized integration of unconventional letters “M,” “W,” and especially “U” with traditional “N’s,” creating unique and memorable wordmarks. Set against elliptic rugby balls in distinct colors, the logos achieve a visually impressive effect.
A Bold Approach to Branding
The updated brand introduces a completely new color scheme. Each division of the championship now has a distinct primary color: orange-red for M6N, purple for W6N, and yellow for U6N.
This shift away from the previous cool blue-green palette towards warmer, more vibrant hues creates a dynamic and lively visual impact. Additionally, the branding incorporates an innovative approach to animated visuals, showcased in a dedicated presentation video.
Mixed Reception and High Craftsmanship
Despite its sophisticated design and thoughtful execution, the rebrand has faced some criticism in British media. Rugby, like football, holds a special place in the hearts of people in the UK and Ireland, and any changes to its visual identity inevitably spark emotional reactions.
Nevertheless, the SNC’s new look is undeniably deserving of attention. The decision to create distinct logos for each division, rather than a unified one, is particularly commendable. The updated design, typography, and motion elements reflect a sophisticated and high-quality craftsmanship.
The move towards warm, lively colors breathes new energy into the championship’s image, making it more engaging and accessible. Overall, the Six Nations Championship has made a bold and convincing step forward in its visual identity, ensuring it remains a modern and recognizable symbol of rugby excellence.
