CLIENT
The national governing body of Czech rugby, organizing its activities and competitions, including the playing, coaching, and refereeing of matches. It represents the Czech rugby to the International Rugby Board and FIRA-AER and all their competitions.
BRIEF
A new logo as a strong visual element of Czech rugby. Although the roots of the Czech Rugby Union lead to the year 1926, because of the historic reasons (communism etc.) there had never been a proper visual identity for it as is usual in developed rugby countries. Czech rugby is a small sport but quite successful internationally. The new visual identity should make Czechs as proud about their rugby as Englishmen, South Africans or New Zealanders are.
APPROACH
The concept stood on the national symbol of the Czech Republic — double-tailed lion with crown on a red shield. The biggest challenge was to connect traditional czech heraldry with modern brand requirements to embed proper image of rugby in the Czech Republic. Logo is full of hidden symbolics typical for a coat-of-arms: a rugby ball in strong clench of tails, the end of tails shaped like lime tree leaf (another national symbol) and design inspired by flames of passion for the game.
