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Absa unveils its new Currie Cup logo

Absa has launched a new logo to energise and renew the identity of its long standing sponsorship of South Africa's premier domestic rugby tournament, the Absa Currie Cup.
“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.

17 Jul 2009 13:27

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Anonymous
What is going on at the Brand Union?-
For a company that used to lead the corporate design industry the work of late has been way below par. This logo is a shocker! Cant help but think that all is not well in the creative department.

If our industry leaders are setting the standard with design as bad as this, they are more of a threat to great design than clients who except bad design!
Posted on 17 Jul 2009 14:31
joe
Excellent logo-
Stop smoking that sh1t. The logo is all class, and no - I'm not in any way related to them.
Posted on 20 Jul 2009 15:01
Dissapointed
You must be joking!?!-
That logo would take a junior designer no more than 10 minutes to design... Nothing more than Live Trace applied to a pic of a rugby ball and a photo of the Currie Cup Trophy. Add a bit of drop shadow and there you go... basic, basic stuff!

It is, as rightly mentioned in the first comment, way below what Brand Union normally throws out (or used to a few years back). The rumour in design circles is that their most senior designer has little more than 3 year's experience - they just aren't prepared to pay for someone more senior. May not be true - but it is what most senior designers believe to be true.
Posted on 20 Jul 2009 18:16
Fan
rugby fan likes!-
From where the logo was to where it is now, great improvement!
Posted on 3 Aug 2009 10:09
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