Futurebrand Designs Identity For Rugby World Cup With Mount Fuji-Inspired Motif

This is one astonishing extension.

ByYimin Huang,30 Sep 2019

Image via Suhaimi Sulaiman / Shutterstock.com

London-based global brandconsultancy FutureBrand has designed a visual identity for Rugby World Cup 2019 hosted in Japan.

The identity incorporatesculturally significant motifs to Japan, namely the rising sun and Mount Fuji, in stylized forms.

Back in 2013,the design studio already created a shield device alluding to a rugby ball on the pitch. The logo for the Rugby World Cup 2019 is then built upon the “parent identity.”

It also servesto emphasize on the “rich cultural values” of Japan, according to design director Adam Savage. This is significant as it is the first time the cup is hosted in Asia. To celebrate this exciting moment, Savage incorporates the use of motifs that are “more obviously connected” to the host country.

The resultingdesign features a bright red “rising sun” within the World Rugby shield that is partially hidden by Mount Fuji. The logo is also pictured in various platforms, on rugby players’ jerseys, in stadiums and on the

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