AABC packs a punch with new visual identity following relocation

After relocating to a restored church hall in the heart of the Scottish town, Arbroath Amateur Boxing Club found an opportunity to refresh its image. AABC partnered with Brooklyn-based brand design agency Athletics to create a modern identity that reflects the growth of the club.

AABC was built on the commitment, graft and generosity of devoted volunteers and coaches to teach the art of boxing to kids from all over Arbroath. The new design blends minimal structure with the raw energy of the sport to create a visual language that aims to feel contemporary and lived-in. Its identity isn’t about polish, it’s about the quiet power of a community that lifts young fighters up.

“AABC always had an identity. It knew exactly who it was, what it stood for and what it provided to the community,” says Malcolm Buick, executive creative director and partner at Athletics. “What it didn’t really have was a strong, consistent visual graphic identity.”

The community gym was founded in the small finishing town in 1961. Back then, branding wasn’t at the forefront of their operations.

Now, the rebrand gives an intentional new visual identity congruent with AABC’s strength and commitment to boxing. Black and white photos of boxers create an inspiring and down-to-earth feel to match the gritty beginning of the community gym. The bold, all-caps lettering of the logo stands out on clothing and posters in a giant, modern typeface. The new logo represents not just the boxing club, but the town, legacy and collective effort it has built for generations.