This new identity represents the next chapter in the Irish rugby story, reflecting where the IRFU as an organisation and the Irish rugby squad now stands in both the national and international sporting consciousness.
The rugby ball and three shamrocks motif is synonymous with Irish rugby and has been overall retained in the new logo, while giving it a more user friendly and modern design.
The new logo is live as of August 1, 2009 and will feature on all collateral that contains the IRFU's identity.
This will include over 418,000 match tickets during the season for all international matches, over one million pieces of communication including official correspondence, staff identification, media accrediations and the official IRFU website.
The new logo will also make its international debut on the new Ireland jersey this coming November when Ireland and new kit partner Puma unveil the new playing strip when they take on Australia in the opening game of the GUINNESS Series 2009 at Croke Park, alongside team sponsor O2.
IRFU Commercial & Marketing Director Padraig Power said: "The new logo and corporate identity has been carefully designed so as not to depart too far from the history and traditional identity of the IRFU and reflects the deep roots the organisation has in the game of rugby over the last 134 years.
"At the same time it needed to reflect a more modern outlook for the game and organisation.
"The new IRFU logo has arrived as Irish rugby looks to build on what was an extraordinarily successful last season and will hopefully embody a continued sense of confidence, professionalism and strength that was the hallmark of this success last year.
"A less intricate and more simply-presented offering than its immediate predecessor, this logo - with strong clear lines and the enhanced positioning of the IRFU - works well across all mediums of communication, offering a more contemporary and forceful stamp which will compliment the brand qualities of all our valued commercial partners."
The new logo was developed by Dublin based design agency Dcoy Design.
Power added: "We are delighted with the work Dcoy design have put into the project in creating the new logo, capturing accurately that sense of optimism that is prevalent in Irish rugby."
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