TwelfthMan was appointed by the Rugby Players Association (RPA) to overhaul its brand identity to mark its 20th anniversary.
Founded in 1998 by former England International Damian Hopley, the RPA represents more than 1,000 professional rugby players, both past and present. It is their mission to support, promote and protect the interests of their members, from the moment they sign their first professional contracts, throughout their playing careers, and beyond as they embark on the next phase of their lives.
Core brand identity
The brand focusses on the strength and unity essential to rugby. The primary logo centres on the R-P-A letters, linked by lines in a typographic approach reflecting the three-player front row and the tight bonds between rugby team-mates. The dash is the basis of our graphic language and the core of our visual identity. The logo system adapts to full wordmarks, both linear and stacked, as well as brand messaging. The identity is bold, no nonsense, incisive and forward thinking, just like the R-P-A.
Typography
We created a modular system based on monospaced typography, each character given equal space and weighting, working together to create a strong yet dynamic design language. This typographic approach is at the heart of the brand, and one of its most distinctive assets.
Graphic language
A dynamic graphic language, designed as an extension to our typographic system, was created using the dash from the logo. This simple element creates a strong link between the logo, typography and supporting graphics, communicating the bond between players, connected as a team.
Sub-brands
Our modular grid system extends to the R-P-A’s family of sub-brands, which all now use the same graphic language and typographic system. Each sub-brand has a unique colour scheme, which compliments the core brand palette. A consistent approach to art direction and photography further unifies the sub-brands within the brand family. Bold, uncompromising but honest, reflecting the core values of rugby and the R-P-A.
