Gloucester Rugby

Gloucester Rugby was formed in 1873 and has a rich heritage with a strong and loyal fan base. Kingsholm Stadium is the Club’s home and is believed to be the oldest stadium in world rugby. The Club has never had an official nickname but during the 1950s became affectionately known as the ‘Cherry and Whites’. Gloucester Rugby play in the Premiership - England’s top division of rugby.

In the summer of 2017, Gloucester Rugby commenced an intensive review of the brand and values. A full audit was completed of the brand and assets. This included interviews with the Gloucester Rugby Board, employees and players.

The project involved developing a new brand identity, a brand positioning statement, mission statement, brand values and brand guidelines for all future communications.


To be a club at the top of the sport we realised we needed to have a gear change in terms of how we operated and the work on our new brand was key to these aspirations.

The output of the work has been exemplary and feedback from all areas has been extremely positive. Naturally we were expecting a level of indifferent feedback due
 to the delicate nature of what we were doing but the results proved differently.

We want to be progressive and successful in the future and what
 the brand development work achieved was a balance between the past and the future and provided us all with clear values and tools that will allow us to develop the Gloucester Rugby brand and allow us to communicate, serve and engage better with all our stakeholders and audiences.

Martin St Quinton
- Chairman, Gloucester Rugby

Gloucester Rugby

Brand identity

Brand identity guidelines

Brand values

Signage design for Kingsholm Stadium, changing room graphics, entrance gates, flags, Club Shop, navigation and wayfinding systems.

Signage design for Gloucester Rugby Training Centre at Hartpury including building fascias, graphics for the gym and Gloucester Rugby Academy.

Gloucester Rugby team coach

Gloucester Rugby vehicle livery


Brand launch video