• Transform magazine
  • September 27, 2021

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Zag designs brand identity for World Lacrosse Sixes

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Independent growth consultancy Zag has partnered with World Lacrosse, the international governing body for lacrosse, to design the brand identity for World Lacrosse Sixes, a new six vs. six discipline of the game.

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Commonly referred to as ‘Sixes’, the discipline has been developed by World Lacrosse to support and encourage the continued growth of Lacrosse worldwide, whilst nurturing the sport’s existing traditions, culture and disciplines. 

Zag were tasked with creating a logo and brand identity which not only represented the sport, but also complimented and worked alongside the existing World Lacrosse logo. The ‘Sixes’ logo needed to be able to adapt its colour scheme to represent the different countries participating.

Inspired by the speed of the sport (lacrosse has earned the title ‘the fastest game on two feet’) Zag created a brand identity that revolves around the rapid pace of the sport. 

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“Visually, we wanted to create a vibrant and stimulating logo and brand identity which represented the inclusive and energetic essence of Sixes for a new global generation of sportsmen and women,” says Fred Popp, partner at Zag.

Zag crafted the brand identity around the use of two conjoined hexagons, in order to house the ‘Sixes’ logo alongside the World Lacrosse logo and echo the speed of the sport. The hexagons are placed at an angle with linear slices darting backwards and forward through the logo to mirror the speed of the players and the ball on the pitch. 

From this hexagon motif, the designers developed a stylised ‘X’ to place in the wordmark of the ‘Sixes’ logo by isolating the middle section of the conjoined hexagons. As well as using the six sides of the hexagon motif in this, the ‘X’ shape aims to reflect the image of two lacrosse stick heads. Zag also developed a hexagon motif which includes a stylised number ‘6’ for when the full wordmark cannot be used, for example for social avatars. 

“Our visual identity offers a modern interpretation of a game built upon time-honoured traditions whilst also communicating Sixes as an exhilarating, action packed discipline designed to appeal to 21st Century sport participants who crave a fast tempo and high scoring game,” says Darryl Seibel, chief brand and communications officer at World Lacrosse.