A GOLDEN 100 YEARS
With a century of rugby at Twickenham in 2010 the RFU had planned to celebrate the occasion with several special events throughout the year and an identity was needed to mark the occasion. Naturally, there was a real need for the identity to reflect the grandeur of the occasion while keeping within the new RFU brand guidelines.
The Rose embodies the values of the RFU and England Rugby so it was natural to use it as the centerpiece of the centenary identity, supported by the celebration dates, descriptor and Twickenham centenary celebration messaging.
It allowed the RFU to set a rich authentic tone for the celebration while providing valuable commercial IP from which to successfully promote and stage promotions and events around the Twickenham and other RFU brands.