• Transform magazine
  • June 07, 2023


Squash Australia launches new visual identity

TT 7 September Squash AUS

Squash Australia, the national governing body for the sport of Squash, has launched a new integrated brand for the sport. For the first time in its history, squash will have a coordinated visual identity across all stakeholders and levels of the sport in the country.

The unveiling of the new national logo is the first initiative associated with the implementation of the Squash Australia marketing and communication plan, designed to build the sport's profile among its key stakeholders and wider squash, sporting and non-sporting communities. The rebrand also aims to give the sport a more unified profile within the Australian sporting environment in order to attract new and diverse audiences to the game.

The new logo is simple, yet aims to be modern and distinctive. It is built around the outlines of the key pieces of equipment of the sport, such as the ball and the racket. The squash ball in the centre is surrounded by eight moving lines, each representing one of the Australian states and territories. The lines then combine to make up an abstract shape of the country. The interplay between the main circle and the small squash ball at the bottom-right seeks to complete the idea of movement, hinging at another of recognisable Squash symbols, the dots on a professional squash ball.

Squash Australia CEO, Robert Donaghue, says that the new logo is built around the ideas of dynamism and unity.

"We want the logo to represent the fast-paced and fun attributes of our sport, but also the shared commitment, across all stakeholders at national level, to raise its profile. The idea of unity was particularly important for us. A rebranding is a significant change for an organisation and we’re proud and grateful that Squash Australia will embark on this journey with the support of all state and territory associations," he says.

The new visual identity aims to make squash more relevant and visible, changing the misplaced perception of squash as a sport that only rewards the fully dedicated and fit athletes, explains Donaghue. With the rebrand, squash will be presented as a healthy and accessible option for anyone who wants to maintain an active lifestyle and enjoy sport socially.

Squash NSW president John Small says that working together for the promotion of the sport is something that has had its challenges in the past, but that has changed.

“We’re very much looking to go forward together now. The new brand identity will make it clear that we are all part of the same organisation, even though we maintain our individual state and territory identities & traditions within it,” he says.

The rebrand is also a great chance to refocus the organisation in a truly unified and collaborative manner, especially after the challenges brought on by the Covid-19 pandemic, says squash Australia board member and chair of the profile working team, Matt Schmidt.

"The marketing strategy is aligned with our broader Strategic Plan and is part of a series of projects which Squash Australia will develop over the coming months to ensure that the sport grows its reach within the Australian audience, and ultimately drive participation. A stronger squash community, which includes court owners and court operators, will also provide a solid platform to advocate for the inclusion of Squash in the Olympic program in the lead up to Brisbane 2032," Schmidt says.