Nomad named and branded six clubs from scratch for the new Ultimate Sevens league

Ultimate Sevens is a new global rugby sevens championship: six clubs, each with men's and women's teams, playing three tournaments across Europe. Short-form rugby was growing fast and the league wanted identities with the pull The Hundred gave cricket, in a saturated sports market.

Build six clubs from the name up with one nomenclature system — geographic prefix, local name, unified suffix — expressed through type, not rugby animals.

Nomad devised a nomenclature system — a prefix symbolising geographical roots, a central name reflecting local character and playing style, and a cohesive suffix — producing Albion Athletic, Atlantic Novas, Clan Taran, Foudre Bleue, Pacific Current and Sol Feroz. Logos are typographically driven with expressive letterforms, deliberately steering clear of animal-centric rugby symbols like lions, tigers and bears. Each club got a distinctive hue within a primary-colour palette of reds, greens and blues, plus bespoke manifestos and taglines written to match the energy on the pitch, all brought to life with motion design.

Six fully named, branded and animated clubs launched with the championship, which began its first tournaments across Europe in September 2026. The source reports no audience figures yet.

Rugby sevens is having a moment — fast, high-scoring and pitched as rugby's answer to The Hundred, the format that pulled younger fans to cricket. When the Ultimate Sevens championship was founded, its governing body handed London agency Nomad a rare brief: create six clubs from nothing, names and all.

Nomad started with a naming grammar that makes each club unique yet unified: a prefix for geographical roots, a central name for local character and playing style, and a 'Sevens Club' suffix to bind the set. The system yielded Albion Athletic, Atlantic Novas, Clan Taran, Foudre Bleue, Pacific Current and Sol Feroz — six names that sound like they have always existed.

The logos broke with rugby's heraldic tradition: instead of lions, tigers and bears, each mark is typographically driven, with expressive letterforms balancing boldness and refinement. A palette of primary reds, greens and blues gives every club its own hue while keeping the league punchy as a set, and bespoke manifestos and taglines — written to match the on-pitch energy and players' attitudes — give fans a further point of connection. Motion design brings the identities to life and future-proofs them for screens.

Naming clubs before designing anything meant every visual decision had a story to hang on, from prefix to palette.

Typographic logos dodged the animal-mascot cliché and gave a new league a contemporary, ownable look.

A shared nomenclature and colour system let six unrelated cities read as one competition on a fixture list.

Motion-first design meets modern fans where they watch — and gives the league assets that work at tournament pace.

A league is a portfolio, not six separate briefs: one naming grammar and one colour logic give new clubs instant cohesion while leaving room for individual character.

The six clubs debuted as Ultimate Sevens played its first tournaments across Europe in September 2026, each fielding men's and women's teams. Callum York called the project 'a wild, fast-paced ride' with identities 'built for the modern game — fast, fun and full-throttle'. No audience figures have been reported yet.