Rugby World Cup

Award-winning identity for the 2019 tournament in Japan


Seen any good identities for global sporting events recently?
Me neither.

Although some are much loved, such as Lance Wyman’s work for Mexico’s 1968 Olympics and Otl Aitcher’s work for the Munich Olympics in 1972. Some, such as Paris 2024 Olympics and indeed Japan’s actual 2019 World Cup have been underwhelming, seemingly dictated by committees, resulting in work that is forgettable – a real shame. An opportunity to create an identity for any event that receives worldwide exposure offers so much opportunity to create a real impact.

So, here’s my identity for the 2019 Rugby World Cup in Japan. That beautiful, simple, iconic flag just needed a slight tweak to be fit for purpose.

Winner of the Drum Chip Shop Awards 2018.