ABSA CURRIE CUP
DATE: 2009, The Brand Union
SCOPE: Logo, Media Backdrop.
The Currie Cup tournament is steeped in history, an icon of South African Rugby. An exciting refresh of the logo would appeal to a younger generation of supporters in an age where viewers are spoilt for choice over which tournament to watch.
The challenge was in finding the balance between appealing to the existing fan whilst also attracting younger supporters. More movement was introduced into the logo with the inclusion of the ‘sidestep’ swoosh, and a stylized version of the famous trophy was created. This translated well into on-screen digital graphics for TV, embroidery and of course, pitch branding.