Stephen ONeill Art director


In 2019, Japan is hosting the Rugby World Cup.

Identities for past global sporting events have received mixed reactions. Some are much loved, such as Lance Wyman's work for Mexico's 1968 Olympics and Otl Aitcher's work for the Munich Olympics in 1972. Some, such as London 2012 have caused uproar.

But too may have been underwhelming, seemingly dictated by committees, resulting in work that is forgettable – a real shame. An opportunity to create an identity for any event that receives worldwide exposure offers so much opportunity to create a real impact.

So, here's my identity for the 2019 Rugby World Cup in Japan. That beautiful, simple, iconic flag just needed a slight tweak to be fit for purpose.


Chip Shop Award


  • Chip Shop Awards / AMLClient
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Stephen ONeill has been a Contributor since 13th February 2017.

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Japan 2019 Rugby World Cup identity