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'What are they doing?!': Six Nations rebrand panned on X

Peter O'Mahony of Ireland lifts the Six Nations Trophy following the team's victory during the Guinness Six Nations 2024 match between Ireland and Scotland at Aviva Stadium on March 16, 2024 in Dublin, Ireland. (Photo by Charles McQuillan/Getty Images)

The Guinness Six Nations became the latest rugby brand to revamp itself with a “supercharged” orange identity ahead of the 2025 campaign.

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The warm colour palette was chosen to reflect the feeling of “optimism the fans feel when getting together at the end of winter” to experience the Six Nations.

Extensive research was undertaken ahead of the rebrand, with “fans, target audience members, Unions and Federations, and international rugby players” engaged.

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The logo formalises the gender identity of the men’s version of the Six Nations with a capital “M”, aligning with the women’s version.

The rebrand has caused angst on X with exisiting Six Nations fans highly critical of the new look.

Daily Mail rugby writer Chris Foy called it an “abomination” and asked “what are they doing?!”.

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Fans were equally unimpressed: “There is absolutely no way this passed market testing… if it ‘did’ – I can only imagine it was done by an agency who were allowed to mark their own homework.”

Another fan wrote: “Genuinely one of the worst things I’ve ever seen. Bravo.”

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The rebrand brings the men’s tournament branding in line with the women’s and U20 style, with all three competitions using the same font and bold colour type.

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