World Rugby has unveiled the brand identity for the 2027 Rugby World Cup in Australia.
The logo is reflective of World Rugby’s Indigenous focus around the design, incorporating the light of the country and the energy of the people.
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It marks the ‘dawn of a new era for rugby’ in World Rugby’s eyes, with a mission to be more inclusive, exciting, and ambitious than ever before.
The colour is designed to evoke the warmth of its sun and the distinctive earth of the country, with the logo keeping the same theme as the 2025 Rugby World Cup.
The tapestry behind the logo was created by Aboriginal and Torres Strait Islander artist Riki Salam, taking inspiration from First Nations styles from across the country.
“With permission, cultural knowledge and deep respect, our goal was to represent the diverse Aboriginal and Torres Strait Islands cultures from across Australia in a contemporary design. I’m truly impressed with the outcome and how seamlessly my work integrates into the Rugby World Cup 2027 visual identity, while also contributing to greater global awareness of Indigenous peoples and cultures,” Salam said.
The 2027 event will see the World Cup expand to 24 nations for the first time in its history, with qualifiers set to begin next month.
“As preparations gather momentum, we are excited to unveil the visual identity for Australia 2027 bringing the tournament to life for all rugby enthusiasts out there,” Rugby World Cup Australia Managing Director, Chris Stanley said.
“With its rich cultural heritage and beautiful landscapes, Australia will be a fantastic backdrop to kick-off rugby’s new era of entertainment and openness, and we look forward to welcoming rugby fans and newcomers to this nation-wide celebration of rugby.”
“Australia 2027 represents more than just a tournament,” World Rugby Chair, Brett Robinson added.
“It is a powerful statement about the future of our sport and the way we can grow the game by making it even more inclusive and entertaining.
“The expanded format, combined with a fresh, bold vision and visual identity, will showcase the very best of rugby to audiences worldwide and cement its own place in Rugby World Cup history with a fantastic display of Australian cultures and a positive rugby and societal legacy for Australians and the sport across the region.”
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