The new Guinness Men’s Six Nations brand results from a rigorous piece of research where fans, players and stakeholders were all consulted about the future direction of the Championship.
Since it is so steeped in heritage, the old Championship will never be forgotten, but the newly reimagined brand is distinctive, modern and will connect more strongly to new and existing fans, enabling us to tell the incredible new stories in an enhanced way.
EVOLUTION:
Since five nations became six in 2000, and our previous “6 ball” brand launched in 2003, M6N and its fans have transformed. The reimagined brand is distinctive, modern and allows us to be seen more vividly in places and in spaces. It will enhance broadcast viewing, wow audiences on digital and excite people in the stands, while our “Since 1883” tagline pays tribute to all the history that has led us to where we are now.
CONSISTENCY:
Our new M6N brand completes our brand family. Over the past three years, we have established new brands for the Women’s Six Nations and U6N pathway competitions and the new M6N brand is the continuation of the design of those brands and will improve recognition, consistency and loyalty.
M6N & HERITAGE:
A shortening of our Championship name to align with our W6N/U6N brands and create a phonetic memory.
Our Championship brand is changing, but it has a distinct nod to the past to reflect the history of our incredible competition.
USAGE:
Our old brand wasn’t flexible and we had challenges using it in a modern digitalised world. We have produced multiple versions of the logo including a flat 2D logo to ensure it shows up and connects with fans wherever it is posted and add some versatility to our brand.
TRADITION:
Our secondary suite of fonts will add prestige, warmth and a sense of heritage as it works in tandem with our electrifying logo.
MOVEMENT:
Our bespoke chevrons allow us to show movement, create connections and embrace rugby’s dynamism.
USER EXPERIENCE:
All of our assets put together and put on the relevant places and spaces give our brand the flexibility it needs and will connect to current and new fans.
