New York — Empire GU Rugby today introduced a new brand and identity system that sets the visual direction for the Union for years to come.
Empire GU officials selected Bakline, Inc. to manage the design services element of the brand re-design. Over a nearly two-month period, the two organizations worked to refine and update the primary mark of the GU, honoring the rich tradition of rugby and incorporating the strength and breadth of the Union.
“With the change in organizational structure in our area and the introduction of the EmpireGU, we wanted a logo that would represent our sport and identify with the geographic regions we represent,” said Renee Ovrut, President of Empire GU. “We now have a contemporary brand which will immediately identify Empire GU around the country and during international competitions. The finished product was a collaborative effort between board members and Bakline and we are very proud of the final product.”
The new Empire GU logo features clean, contemporary lines and a modern, confident and timeless graphic structure. Building off of the word Empire, the logo features a reconstitution of the New York City skyline, which morphs into a rugby ball into the bottom of the mark.
In addition, the GU has changed its primary color package to Black and Silver. Black and White will be used as an alternate color package, where appropriate.
“This is a smart step for Empire GU Rugby and I think they picked a winner,” said Robert Schnabel, President of Bakline, Inc. “It was great to work with the Empire GU team and I am looking forward to seeing their mark come alive and live amongst the GU’s branding.”
As part of the new branding program, all uniforms and communications outlets will showcase consistent colors and coloring packages.