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Rugby World Cup Limited (RWCL) has unveiled the unique and stunning Look and Feel component of the Tournament’s brand. This follows the launch of a new event mark and the New Zealand country designation script in 2008.

RWCL Managing Director Mike Miller unveiled the Tournament’s colourful look and feel during the announcement of the match schedule and pool match venues in Auckland. “It is very important that the host nation has the ability to stamp its mark on the Tournament. The Look and Feel of each Rugby World Cup sets it apart from its predecessors and creates a colourful atmosphere both in the host nation and internationally through the broadcasting of the event.”

“The look and feel is a major component recognisable across all the match venues, training venues, cities and merchandising products. We were particularly keen to ensure that the Look and Feel complemented the country’s unique Maori cultural background.”

“Therefore the RWC 2011 Look and Feel design was developed as a collaboration between the Tournament and local Maori artists. The principal aim was to capture the meaning of the event using the language of Maori art and we worked in partnership with the artists to achieve this.

“The Look for this Tournament is a stylistic interpretation of the Hammerhead Shark (Mangopare) and the Fern shoot (Koru) that are synonymous with Maori culture. There is no doubt the artists have cleverly interpreted the relationship between Rugby, the event, the country and their culture. RWCL is delighted with the outcome and believes it will create a striking back drop to Rugby World Cup 2011,” added Mr Miller.

RWCL’s design and brand agency, WiteKite, in consultation with New Zealand writer and director Libby Hakaraia brought local artists Te Tahi Takao from Otaki and Rangimarie Aroha Mareikura Johnson from Ohakune on board to provide inspiration and artwork guidance from which the final designs were created.

The Mangopare is considered by Maori as the greatest of sharks because of its tenacious nature; a quality needed in the heat of battle. It symbolises strength, determination, strategy and team play. The Mangopare forms the central design element with the interlocking hammerhead shapes representing unity and engagement. In the design, the Mangopare is not just about coming head to head but also about the coming together of players and teams.

The Koru shapes unfurl around the Mangopare to become stylised fern fronds. As the Koru reaches towards the light it is striving for perfection encouraging new and positive beginnings. The Koru is central to Maori symbolism with its spiral form representing the cycle of life, family and creation.

In the RWC 2011 Look and Feel design, the combination of these powerful symbols conveys the idea of the world coming together in union for Rugby’s ultimate contest.

(Source: IRB.com)