New visual identity revealed as Rugby World Cup embraces exciting future and rugby’s unique energy

With bold ambitions, Women’s Rugby World Cup 2025 has officially become the current Rugby World Cup host and is already cementing its status as an event of firsts.

The first Rugby World Cup under the new hosting model, the first women’s edition to feature multiple venues the length and breadth of the host nation and the first to feature WXV as a qualification pathway.

The transformational event is now adding another first – it is the first tournament to feature the bold, vibrant new Rugby World Cup vision and visual identity.

Unique energy

Following the thrilling conclusion of Rugby World Cup 2023 at Stade de France in Paris, World Rugby has unveiled its vision for the future of the tournament with a new visual and sound identity that captures and celebrates rugby’s unique energy.

The exciting, new identity – which will further unify the Rugby World Cup brand across both its women’s and men’s properties – is rooted in Rugby World Cup’s rich contradictions and the duality of rugby, where there are two sides and no enemies; epic moments but fine margins; one trophy and many winners. The rebranding comes at a time when rugby is embracing opportunities for transformational change and growth and reinforces the sport’s innovative approach to digital and fan engagement.

It brings together key elements of the event – honour, spirit, adventure and family – and is based on the idea that every tournament provides an opportunity to unleash more of rugby’s unique energy onto the world, including all and excluding none. A tournament where excitement meets action, creating an exhilarating fan experience that will help take rugby to new heights and draw even greater numbers into the game.

The new Rugby World Cup brand mark is based on the game’s most iconic symbol, the ball, and embodies the duality of rugby by combining a clean, modern and progressive shape with the more traditional typeface that symbolises the rich history and legacy of the game. The brand mark will sit at the heart of each tournament logo, which will also capture the fundamental energy and unique visual and cultural symbolism of the host nation.

World Rugby Chief Executive Alan Gilpin said: “The hope is that our new brand identity will attract and engage a new generation of young people to Rugby World Cup. We have created a brand that will come to life in a digital world, while reflecting the changing nature of sport and society, making Rugby World Cup more accessible and relevant to more people worldwide.”

In addition to the new logo, Rugby World Cup has also updated its host naming convention to now include Women’s and Men’s. The decision aims to promote unity across the tournament and provide clarity and consistency for fans. As the pinnacle of both the men’s and women’s 15s game, Rugby World Cup’s progressive approach to naming gives both genders equal billing, in line with World Rugby’s commitment to equality and inclusivity in the sport.

Women’s Rugby World Cup 2025

As the first to adopt the new visual identity and naming convention, Women’s Rugby World Cup 2025 is embracing a bold, new future that aligns with the era-defining opportunity ahead.

The expanded 16-team tournament will be the biggest ever and is the result of years of positive progress in the women’s game. Underpinned by new competition and high-performance pathways, and a streamlined qualification process, it is set to supercharge the women’s game, creating a generational moment that will change the shape of the game forever.

The newly unveiled tournament logo celebrates this vision and the vibrant energy of the next Rugby World Cup, with the vortex representing the progression, innovation and creativity that continues to be at the heart of the host nation England.

Rugby Football Union CEO Bill Sweeney, said: “We’re really pleased that in hosting the tournament in England in 2025 we are establishing so many firsts for the Rugby World Cup. We believe hosting this tournament across England will be transformational for the women’s and girls’ game, bringing thousands of players, volunteers and spectators to our sport.” 

Speaking at the Rugby World Cup and Women’s Rugby World Cup 2025 unveil, RWC 2014 winner Maggie Alphonsi said: “There is a special energy that surrounds a Rugby World Cup, I've been privileged to experience three Rugby World Cups as a player and now as a commentator and fan. I wholeheartedly believe that Rugby World Cups have the power to alter people's lives, creating lifelong ‘I was there’ memories, that become part of the fabric of your life story. Women’s Rugby World Cup 2025 will be a generational moment for rugby and I’m incredibly excited for what’s to come.”