New Brand For British Wheelchair Basketball
British Wheelchair Basketball has unveiled a new brand identity as it targets “significant operational and strategic development” of the sport.
The national governing body of wheelchair baskeball, a centerpiece of the Paralympic sport programme, appointed brand agency Arch Creative to develop the new identity following a competitive pitch.
The new brand is captured with the line ‘Together We Are British Wheelchair Basketball’, which the organisation claims highlights values of unity, passion, ambition, edginess, pride, drive and grit.
A new logo and visual brand design have also been unveiled, based on three circular elements, which represent the wheel, hoop and ball elements central to the sport.
The look will be rolled out across national team kit and merchandise, digital channels and on-court branding.
Introducing the new brand, Lisa Pearce, CEO of British Wheelchair Basketball said: “We are so proud of our sport, but the old identity for British Wheelchair Basketball no longer worked in today’s world. As a sport we are almost unrecognisable from where we were twenty years ago. We wanted the new brand to fundamentally represent us, unique to British Wheelchair Basketball and our stakeholders.
“With our brand partner Arch Creative, we have taken a close look at ourselves and our sport and have created a brand hierarchy and identity which will evolve with us. I am very proud to say that Together We Are British Wheelchair Basketball.”
Joe Nixon, director of Arch Creative, added: “Our work with British Wheelchair Basketball has been hugely rewarding. We knew it would be tough to revolutionise the brand of a National Governing Body, but we were up for the challenge. We were clear that we wanted to avoid the stereotypical designs used within the disability sports sector. Instead we focused on the things that empower and reflect the attitudes, dedication and behaviours of players, fans and the wider organisation.
“The new brand communicates a more confident organisation and position. It embodies a fundamental change of tone and posture, one that celebrates British Wheelchair Basketball and the sport, motivating those already playing and those yet to play and watch British Wheelchair Basketball.”
British Wheelchair Basketball has also launched a new online store, giving fans the chance to buy replica GB kit for the first time.
It comes as the GB team prepares to take on the world’s best at the World Championships in Hamburg later in the month.
Image: ©Getty Images
