“The nature of the game is constantly changing, increasing competition for 'market share' so that competing in sports sponsorship necessitates a strategic review of tournament reach and flex in a developing market place,” said The Brand Union's, Executive Creative Director, Bronwen Rautenbach.
“The cup itself has become an icon, and has been stylised to fit within the holding shape of a rugby ball. The flowing lines of the new logo bring energy and movement, producing a cohesive identity that is contemporary, relevant and impactful,” continues Rautenbach.
Absa is confident that the new identity will reflect the nature of rugby in South Africa as it is today, as the logo captures the emotion, professionalism and energy of the current game. The competition has a proud history and passionate support in South Africa, so the challenge for the agency was to find a balance between retaining this heritage and appealing to a younger audience.
“This marks a change for this pre-eminent South African rugby tournament, and whilst the design has been reenergised to keep the competition in line with changing times, it will remain the symbol for a tour steeped in history and tradition, it emphasises Absa's commitment to taking the tournament to the next level,” said Renny Letswalo General Manager Brand Leadership for Absa.
“The logo is now showing on SuperSport, so be sure to have a look at the exciting new identity in the prelude to this year's Absa Currie Cup tournament,” he concluded.