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Rugby ATL Announces New Logos, Branding, and Uniforms

January 27, 2023 - Major League Rugby (MLR)
Rugby ATL News Release


ATLANTA - Rugby ATL announced updated branding, including logos, uniforms, and merchandise. The updated logo echoes Atlanta's influence on the region, the "North Star of the South," with four-pointed stars. Encompassing the energy and pulse of the city and the team, the "A" is designed with fluid and dynamic lines, coming alive with design. On second glance, fans will notice the "A" reveals an additional "t" and "l" -symbolism to reinforce individual parts that make up the whole, just like the team.

Green, blue, and peach with black and white accents create a strong balance between boldness and clarity. Try City Green is strong and foundational, representing the canopy of Atlanta trees and the foundation of the game- the pitch. Accented with Electric Blue and Georgia Peach, the two secondary colors symbolize the bright streak of energy in the city and the famed symbol of the state Rugby ATL calls home. New gameday kits will be the signature Try City Green for home matches and So Fresh & So Clean White while on the road. Updated merchandise will include t-shirts, sweatshirts, hats, accessories, a Try City crewneck, and more. The merch will be on sale beginning January 23, 2023, on www.rugbyatl.rugby.

Rugby ATL season ticket holders were invited to an exclusive preview event at headquarters on January 17. The team plans an exclusive launch event with Atlanta Influences Everything on February 3 to usher in the new brand. Hosted by former Atlanta Falcons great Harry Douglas and Atlanta Influences Everything founder Ben Joiner, tastemakers from ATL will get an up-close look at the new Rugby ATL brand.

"We're entering the 2023 season with an infectious amount of energy and anticipation from the Atlanta community," said Amanda Windsor White, President of Rugby ATL. "Our new look reflects that excitement while celebrating Atlanta's resilience-influential, strong, and bold. We look forward to setting ourselves apart in the Atlanta sports landscape, introducing ourselves to new fans, and staying true to our roots and loyal fanbase. As we grow the game of rugby in Atlanta and establish the RATL culture, our growth depends on enthusiasm and support from those who have been with us since day one."

Head Coach Steve Brett appreciates the commitment to staying true to Rugby ATL's values in the new design. "The four lines in our new lettering and kit represent PACE, our core principles that embody the outstanding athletes of Rugby ATL. We move forward with a modern logo that embraces Atlanta but remains committed to being guided by PACE-People, Accountability, Change, and Execution," said Brett.

In addition, Rugby ATL collaborated with Public School, a like-minded hard-working ATL creative shop. Executive Creative Director Matt Berger and Design Director Ariel Aurellano set out to help evolve the exciting, up-and-coming brand into one accessible to not only fans of rugby but also the loyal supporters of all things Atlanta. "The first collab is an exclusive crewneck emblazoned with "A-T-T-T-L" felt letters representing the relentless Tries it takes to succeed - on and off the pitch," said Berger and Aurellano. "Welcome to Try City."



Major League Rugby Stories from January 27, 2023


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