In Rugby League, Great Britain was traditionally the ‘international’ team that players from the home nations aspired to play for. But to grow the sport, each country had to develop its own team. England needed a national identity. We designed a powerful emblem for the country; a reason to play hard, pull on the shirt and feel great about it - for players and fans alike. To accompany the new identity we created a call to arms. It grows from England’s sporting values of pride, strength, honour and achievement. ‘For team and country.’
A charging shield emblazoned with the iconic Cross of St George leads England into a new era
Our shield looks good from all angles
Such an emotional transition as GB to England should be managed sensitively. Our brand book gave reasons for the change to satisfy head and heart.
A new logo needs a new look shirt. We helped England's players look the part.
Iconic players teamed up with iconic landmarks to put the new team on the map
Inspiring the future fans and players is central to the new strategy. We've developed 'George and the Dragon' characters who battle it out in adventures on the pitch at Internationals and in the virtual world through on line games.
