The briefing we were given for this logo asked for a design that was 'witty and unconventional'. Alternative/edgy but not offensive, inclusive not exclusive and “view from the stands not from the directors’ box”.

The logo was to form the branding for the Welsh Rugby website ShaneWho.com – which is a virtual clubhouse for anyone interested in Welsh rugby union. It is irreverent and uninhibited, proud to operate outside the structures which govern the Welsh rugby establishment. ShaneWho thrives on the quirky and unconventional – hence the brief we were given.

Our client had a strong idea of what the logo needed to achieve – if not what it would actually look like. Therefore we first spent time discussing options – and it became clear that a cartoon approach would work well, as it would offer the logo a relaxed feel. Due to the Welsh Rugby subject matter our client felt it would have been illogical not to utilise the Welsh colours of red and green. So this gave us our starting point and work got underway to draft some design options for discussion.

The final design makes prominent use of a rugby shirt and pulls together all the different text and image elements. This all worked to help us deliver a logo that met the requirements requested, and gives our client a strong logo and design style elements for their website development company to work with.

The logo will initially be rolled out by our client on their website at www.shanewho.com, and then in stage two on marketing items to promote the site.