Qbe Use Designwerk For Rugby Branding
London brand communications agency Designwerk has been confirmed as the creative team behind the new visual identity for the QBE Internationals.
Designwerk were commissioned by QBE, the business insurance specialist, and by the RFU when QBE became title sponsors of the series, with a brief to create a new visual identity for the series and develop the associated brand strategy, brand positioning, core brand values, and a complete set of brand guidelines, in time for the autumn 2012 test series.
The primary logo features elements of the Twickenham stadium roof design which embraces the QBE and RFU identities, incorporated within the shape of a rugby ball.
Helena Krawitz, Head of Brand at QBE said: ‘We worked closely with Designwerk and the RFU to achieve an identity that would firmly acknowledge our role as title sponsor. It was most important for us in our inaugural year when we wanted to really make an impact. We are delighted with the result and know that it is gaining increasing recognition, and helping to build awareness of QBE as a result.’
Wendy Tring, Senior Commercial Partnerships Manager at the RFU added: ‘Whenever a creative agency designs a logo for multiple stakeholders, it can be a complex task, but Designwerk made the process simple with a classic composite logo design. All parties were extremely pleased with the results.’
The first QBE International takes place on Saturday 10th November 2012 against Fiji.
