Brand Identity For Hsbc Svns Global Rugby Festival
SVNS proves a sports identity can behave like a touring festival—sun-first.
Further created a new brand identity for World Rugby’s Sevens Series, reimagining it as HSBC SVNS — a global festival that blends sport, entertainment, and culture. The identity draws inspiration from the concept of chasing the sun, using modular design elements and vibrant local motifs to capture the energy of each host city.
Insights
- Creator’s main question—“Why sun?”: The HSBC SVNS identity is built around “chasing the sun,” framing the Sevens Series as a globe-spanning, time-zone-hopping festival rather than a traditional league; the sun concept becomes the narrative device that connects every host city into one continuous journey.
- Design system decision: a modular identity structure lets the brand flex per tournament stop—core SVNS elements stay consistent, while vibrant, playful local motifs swap in to reflect each host city’s culture and energy.
- Strategic repositioning: World Rugby reimagines the Sevens Series as “HSBC SVNS,” explicitly blending sport, entertainment, and culture—so the identity has to function like an event/festival toolkit (high-energy, global, adaptable), not just a sports badge.
- Visual language: energetic, sun-inspired vibrancy (color, motion-ready shapes, and bold graphic components) is used to communicate heat, momentum, and celebration—supporting the idea of a series that’s always moving toward the next city.
