Guinness Men's Six Nations Brand Identity
Our men's design suite joins the Six Nations brand family.
From outcry to acceptance: the evolving reaction to our radical new M6N logo
When the new identity was unveiled, it didn’t take long for the internet to react - loudly. For a tournament steeped in tradition, change - especially visual change - was never going to come quietly.
But as the dust settled and the tournament kicked off, the logo was only one part of a much larger brand identity that has well and truly delivered a successful 2025 men's season for Six Nations Rugby.
The men's brand now embraces a cleaner, more modern aesthetic that aligns with the hugely successful Women's Six Nations brand identity, launched in 2023. This unified approach signals a stronger, more cohesive future for the tournaments.
145% rise in content views
(YOY, 2024 vs 2025 season)
A consistent family of brands
As part of a broader effort to bring clarity and consistency across all Six Nations competitions, we introduced the shorthand M6N, echoing the W6N used for Women’s and U6N for the age graded Unders. The result is a unified, intuitive naming structure that allows each competition to stand proudly on its own while remaining part of the same iconic rugby family.
15% growth across all platforms
(YOY, 2024 vs 2025 season)
More than just a logo
The identity is supported by a suite of brand assets that provide the building blocks to power the bold, engaging content produced by the Six Nations internal creative and design teams.
27% increase in social engagement
(YOY, 2024 vs 2025 season)
After a thrilling tournament packed with edge-of-the-seat moments and classic rivalries, the logo has receded into the background - as it should. It's doing its job, letting the rugby shine.
And in the end, that’s what matters. The roar of the crowd. The try-line drama. The history being made on the pitch. The logo? It’s just along for the ride.
Credit: Brand explainer animation, Six Nations Rugby