World Rugby unveils visual identity for Men’s Rugby World Cup 2027

World Rugby has unveiled the official logo and visual vibrancy for the Men’s Rugby World Cup 2027 which will be held in Australia. Intending to be more inclusive, exciting, and ambitious, this announcement marks the dawn of a new era for rugby union.

From 1 October to 13 November 2027, this tournament will be a transformative chapter for the sport worldwide with 24 teams set to feature in a Men’s Rugby World Cup for the first time. This World Cup is also focused on cultivating a broader and more unified fanbase Down Under.

This expansion of the Men’s Rugby World Cup from 16 to 24 nations reflects the sport’s dedication to growing its global presence, increasing the sport’s interest and participation around the world, and enabling more nations to compete in the showpiece event in men’s rugby.

RWC 2027 Brand Reveal

RWC 2027 Brand Reveal

The tournament’s official brand captures Australia as a land of light and energy, which reflects the spirit of its people while also acknowledging and celebrating its rich heritage along with the country’s social and cultural identity.

With an orange hue reflecting Australia’s sun and distinctive earth, the logo draws inspiration from the nation’s natural beauty. The lines are inspired by the coastlines, layered rock formatives, and winding rivers.

An artist of Aboriginal and Torres Strait Islander heritage, who specialises in contemporary Indigenous art, included the tapestry into the brand’s visual identity. The design was inspired by various First Nations artistic styles and textures from across Australia.

The design symbolises Australia’s land, sea and sky, which are three elements of spiritual significance in First Nations culture. These components reflect the diverse geography of Australia, which symbolises a nation that’s come together united.

“With permission, cultural knowledge and deep respect, our goal was to represent the diverse Aboriginal and Torres Strait Islands cultures from across Australia in a contemporary design,” We Are 27 Creative Indigenous artist and designer of tapestry, Riki Salam, said.

“I’m truly impressed with the outcome and how seamlessly my work integrates into the Rugby World Cup 2027 visual identity, while also contributing to greater global awareness of Indigenous peoples and cultures.”

“As preparations gather momentum, we are excited to unveil the visual identity for Australia 2027 bringing the tournament to life for all rugby enthusiasts out there,” Rugby World Cup Australia Managing Director, Chris Stanley, added.

“With its rich cultural heritage and beautiful landscapes, Australia will be a fantastic backdrop to kick off rugby’s new era of entertainment and openness, and we look forward to welcoming rugby fans and newcomers to this nationwide celebration of rugby.”

Australia will welcome the rugby world to its shores for a nationwide celebration of the sport, while also acknowledging the nation’s culture and heritage. This is the start of rugby union’s new era which will have a positive impact on the sport in Australia, Oceania, and globally.

Revenue from the Men’s Rugby World Cup 2027 will be reinvested in the sport as part of World Rugby’s global growth ambition. Last year’s Rugby World Cup in France generated £475 million for reinvestment with a record-setting £300 directly invested into unions and regions and the balance in welfare, competition and education initiatives.

For those teams that are yet to qualify for the blockbuster event, the qualification pathway begins in 2025 with the “Journey to Australia 2027.” Teams will compete in regional qualifiers as they look to secure one of the 12 available places.

“Australia 2027 represents more than just a tournament,” World Rugby Chair, Brett Robinson, explained. “It is a powerful statement about the future of our sport and the way we can grow the game by making it even more inclusive and entertaining.

“The expanded format, combined with a fresh, bold vision and visual identity, will showcase the very best of rugby to audiences worldwide and cement its own place in Rugby World Cup history with a fantastic display of Australian cultures and a positive rugby and societal legacy for Australians and the sport across the region.”

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