RLWC 2021 reveal new ‘Power of Together’ brand identity

The organisers of the 2021 Rugby League World Cup have revealed the tournament’s new brand identity, encompassing the theme ‘Power of Together’.

Today marks 500 days until the start of the competition, which is aiming to be the biggest Rugby League World Cup ever and grow the profile of the sport on a long-term basis by connecting with a universal audience.

The refreshed brand symbol features a Cup made up of red, orange and yellow ribbons, which represent the coming together of the men’s, women’s and wheelchair competitions respectively, while the three stars above them act as a metaphor for three world class tournaments.

The stars orbit the globe at the pinnacle of the Cup, symbolising the unified passion of all nations, teams and communities striving towards the World Cup.

Purple now acts as the new primary colour, representing the tournament values of inclusivity and boldness.

The new branding will also include bespoke elements from each host city, that draws on its most recognisable icons and displays.

RLWC2021 will be asking the people from each town and city to vote on the icons that make up their custom patterns in the coming months and will be doing something similar for the nations towards the end of the year.

“Today, 10 June marks 500 days to go until the tournament gets underway in spectacular fashion in Newcastle,” said RLWC2021 customer director Terri Lynam. “It also marks another hugely exciting milestone on the road to Rugby League World Cup 2021, with the refreshed brand reveal. 

“The Power of Together, allows us to focus even more on human interest stories, emotional connections, and a celebration of togetherness. Our refreshed World Cup identity showcases our values of inclusivity and boldness by incorporating all three tournaments into one logo.

“The new colours and the way we want to celebrate the hosts and nations in a different way, effectively represents the uniqueness of RLWC2021.”

The tournament kicks off on 23 October 2021, with the opening ceremony held at Newcastle’s St James’ Park.

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