The Guiness Mens Six Nations is going to have a new look and a new identity when 2024 rolls over into 2025. From next year’s campaign it will be known as the M6N.
The rebrand follows extensive research and consultation with fans, target audience members, Unions and Federations, and international rugby players.
Six Nations Rugby has created a brand identity that celebrates the heritage of its Men’s Championship, while its bold visual designs are said to “reflect today’s game and how fans feel about the sport (and, specifically, the Men’s Six Nations experience)”. The launch of the M6N identity joins the recent introduction of W6N and U6N brands, creating a consistent and versatile family of brands.
The modern brand is defined by its distinctive orange colourway, signifying the optimism fans feel when they get together at the end of winter to experience the Six Nations together.
To reach fans and introduce the new brand, Six Nations Rugby, alongside its Unions and Federations, led a social media campaign, alongside in-stadia activation and host broadcaster support, across the final two weeks of the Autumn Nations Series The brand was introduced across Six Nations Rugby social channels following Ireland v Australia in Dublin on Saturday.
More than just reimagining the brand logo of the Guinness Men’s Six Nations, the launch of the new identity is intended to articulate the evolution of the Championship and modern game of rugby.
Designed by London agency How Now Creative “The electrifying action and experiences that fans look forward to and enjoy every year is expressed through the versatile new identity that has been informed by feedback from all corners of the game.”
The tournament is set to celebrate its 25th anniversary in 2025, but its roots reach back to 1883, when the Home Nations competition was first founded.
The Sport for Business Membership comprises nearly 300 organisations, including all the leading sports and sponsors, as well as commercial and state agencies.