Henley Rugby Football Club

We helped Henley Rugby Club rebrand. Henley Rugby Football Club was founded in 1930 with Men’s, Women’s, Kid’s, U20 & U23 teams. Their Men's 1st XV, Henley Hawks, is a rugby union team playing in the fourth tier of the English league system. After many years, the club branding was in need of updating. The brief was to refresh both the existing club and Hawks logo and bring visual cohesion to the club. Our aim was to design something fresh & contemporary, that encapsulated the club’s proud history. WYS communications worked with Henley Rugby Club to develop a new club crest that took elements of its original badge that paid homage to the heritage and history of the area, modernising the ox, and developing a tail closer to the Henley-on-Thames coat of arms. We illustrated a revised hawk in flight with extended talons for the first team logo and used consistent naming between both club and team to bring visual consistency. We produced a refreshed, reduced colour palette, and a brand guideline for the club and partners to implement the new identity across digital, print assets, OOH, kit, sportswear and other merchandise. The club shield became a design device used throughout creative applications to help frame imagery to bring it to life and we designed a pattern inspired by a hawk’s plumage that can be found throughout the club including their new kit.