Squash Australia launches new visual identity integrated at national level

Squash Australia, alongside its State and Territory organisations, are excited to present a new integrated brand for the sport in Australia. For the first time in 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, a strategy designed to build the sport's profile among its key stakeholders and wider squash, sporting and non-sporting communities.

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

"We are very excited to present our sport under a new, integrated visual identity to pave the way for a strong and coordinated marketing and communication strategy. 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 said.

Squash NSW President John Small said 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 said.

The new logo is simple, yet modern and distinctive. It’s built around the iconic 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 Australian states and territories and combining to make up an abstract shape of the country.

Squash Australia Board member and Chair of the Profile Working Team, Matt Schmidt said that after the challenges brought on by the COVID-19 pandemic, the rebranding is a great chance to refocus the organisation in a truly unified, collaborative manner.

"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," he said.

To view the full Marketing and Communications plan click here.