Brand - The Rugby Town
A new brand for Rugby to boost its identity
The Rugby place brand narrative celebrates our character and shapes how we present our town. Rugby is a place of pride and possibility, rooted in heritage, powered by innovation and shaped by the people who call it home. We are made for living, welcoming, vibrant and ready for what comes next. From our strong sense of community to our green spaces, culture and connectivity, Rugby is a town with plenty happening now and even more to come.
Built on our shared values, the place brand empowers us and our stakeholders to champion a story that promotes Rugby as a great place to live, play, visit and invest. It’s a shared invitation – for residents, businesses and communities to help tell Rugby’s story, attract new opportunities and celebrate what makes our town special. Together, we take shared ownership of our evolving narrative and the future of the town.
Why is it important?
Rugby’s place brand tells a shared story, capturing who we are, what we stand for and where we are going together. It brings clarity and consistency to how we talk about Rugby, helping people understand what the town offers and what it feels like to be a part of it. It brings to life a set of four core values and a visual identity that everyone can use, from organisations to businesses, charities to stakeholders, Rugby Borough Council and beyond.
Whether you’re welcoming new residents, promoting local experiences, attracting visitors or encouraging investment, the place brand gives us a confident and positive way to speak with one voice.
It celebrates our heritage while moving confidently into the future. A strong place brand distinguishes our town by highlighting what we do brilliantly, uniquely, and by shaping the way we present ourselves. It helps us stand out, build local pride and showcase Rugby as a place people believe in and want to be a part of.
What is the aim?
A place brand helps people to understand what Rugby stands for and what makes it different. It strengthens recognition, attracts investment opportunities, fosters a shared sense of belonging and builds pride in our place.
The Rugby place brand gives our town a clear and shared identity that celebrates what makes us distinctive, honours our heritage and sets our shared ambitions for the future.
Your role
The place brand has been developed as a shared resource for all stakeholders to access and use. It’s designed to be flexible and easy to adopt – whether you’re a business, organisation, community group or partner. By adopting the shared values and accessible brand assets, you can amplify one consistent message about our town.
This includes using the core values in everyday decision-making and endorsing them within your organisation. Together, we create a stronger, more recognisable voice for the town and a foundation for growth and belonging – now and into the future.
Rugby’s core values
The core values set a clear, honest and aspirational perspective that anchors Rugby’s future direction.
1. A PEOPLE-CENTRED TOWN – CLOSE, CONNECTED & CONVENIENT
Rugby is a compact, well-connected town where essentials are within easy reach, fostering a thriving, accessible, and walkable environment that balances smalltown community with big-town ambition.
2. A TOWN OF ACTION – PLAY, PERFORM, PARTICIPATE
A town that embraces sport, creativity, and social interaction, making Rugby a place where people come together—on the pitch, on stage, and in public spaces—to energise its cultural life and sense of community.
3. LEARNING FOR LIFE – INNOVATION, SKILLS & KNOWLEDGE
A centre for inclusive, high-quality education and lifelong learning, from top-performing schools to adult learning institutions, ensuring Rugby remains a town of opportunity, ambition, and forward-thinking innovation.
4. STRONGER TOGETHER – A COMMUNITY THAT CARES
A town built on teamwork, inclusion, and social action, where people support one another and take pride in their community. With a strong voluntary sector and growing diversity, Rugby fosters a welcoming, connected, and resilient community where everyone has a role to play.
Visual identity
The original Rugby colour palette was launched in spring 2024, funded by Avanti West Coast and the Heart of England Community Rail Partnership, currently displayed at Rugby train station. This palette was inspired by the local people, celebrating our town’s character and identity.
Building on this foundation, the new Rugby place brand palette retains the essence of the original colour palette while meeting EU accessibility standards, ensuring all assets are inclusive and easy to use across all materials.
Rugby’s visual identity is playful, community-spirited and creatively driven, balanced with a modern feel that reflects the town’s personality.
The illustrations have been inspired by the people, places and everyday moments that make Rugby unique. The visual identity works seamlessly across signage, digital platforms, public spaces and campaign materials.
The evolution of the place brand
CT Consults and Hemmingway Design were commissioned by Rugby Borough Council to carry out a comprehensive consultation, using a range of tools to listen, learn and understand our town and people.
They worked with residents, businesses, Warwickshire County Council, bus and taxi operators and community organisations, to explore what makes Rugby stand out.
As a result, the core values that form the place brand were developed using real insight, reflecting Rugby today and setting a clear direction for the future.
