New Fiji Rugby Union logo

It was a transformation journey undertaken by the Fiji Rugby Union (FRU) Board, four years ago, with the vision to evolve and reform the administration of the game. FRU’s general manager commercial Brian Thorburn said steeped in tradition and growing more successful on the world stage, the time was right to step boldly into a higher standard of professionalism and excellence.

“Following an intensive effort from many key and valued stakeholders we have made incredible progress towards achieving this vision,” Thorburn said.

“And one of the most visual components was to evolve the beloved Fiji Rugby identity so that could showcase our whole brand family by giving each team, competition, product and programme an identity that linked them together.”

He said this shows the strength and stretch of our special brand both here and around the world.

“This is not a rebrand or a new logo,” Thorburn stressed.

“It is the next stage of development to enable our brand to do more, mean more and work more effectively in the digital age.”

OLD LOGO

Thorburn said there was barely a global rugby symbol more recognised and loved than our iconic palm tree – worn on the chest of Fiji’s players for over 100 years – as they battle on the field for family, country and God.

CONSULTATIONS

“We broadly consulted the Fijian rugby family and were careful to acknowledge the significance of this emblem- it’s tradition, heritage and culture.”

VISION BASED

To move Fiji Rugby into the modern era of professional sport, Thorburn says, they commissioned one of the world’s leading brand agencies, WiteKite, to work with the team to evolve the brand and extend its use and opportunity.