- Cliente Union Argentina de Rugby
- Servicio Branding & Identity.
- Año 2023
Since its beginning, back in 1899, the Unión Argentina de Rugby has experienced different transformations, which have included changes in its original name as well as in its insignias. Throughout history, each of the transformations was premised on the adaptation to a logical and necessary evolution. That is the reason why today we present a new identity design.
This is a very meaningful evolution arising from the strategic plan that has been developed.
The instruction was a renovating one. The intention was to separate the institution, in its role as umbrella brand, from the senior national representative team. The new identity of the UAR is then renovated with an exclusive typeface design, and detached from the figure of the Puma.
From now on, the UAR has its own new emblem to identify itself and, with Los Pumas as another brand, they present a new symbol that arises from the very story of the national representative team.
The objective is to upgrade and strengthen the identity, the commitment and the communication of the Unión Argentina de Rugby (UAR) and its representative teams.
The UAR seeks to show and transmit an expressly institutional positioning, and to give a stance to the entity from its role as director of the representative teams that make up the Union.
The intention is to identify Los Pumas as a symbol that refers to the renowned identity of the senior national representative team.
The new identity of the Unión Argentina de Rugby boasts a logotype designed as an exclusive typeface and embraced by two arcs which are the synthesis of the outline of a rugby ball.
Branding is a very effective tool in communication, which helps such a prestigious symbol to keep its effectiveness unalterable and, in addition, to always show its best version. The aim of the project consisted in taking the hallmark DNA from the UAR and Los Pumas and working on an evolution. The graphic and visual history of the institution was analysed and, as it is the case with all centennial brands, it was observed that throughout history, a dozen modifications were made on the shield. The most recent one was a decade ago.
On this occasion, the new stage in this constant evolution is presented, giving prestige to the name of the representative team and always keeping the UAR identity with its maximum splendour.
On analysing the diverse designs in history, the puma symbol on the jersey of the national representative team in the 1970s was set as the starting point. With a renewed design, the new symbol that will now be seen on the national jersey outlines an authentic and imposing puma with a more committed and stronger nature.