Rebranding Squash in New Zealand

Squash in New Zealand has a proud and rich heritage since its beginning in the early 1930’s. Every week tens of thousands of people play squash or experience our sport from their regular weekly social game with a mate or friend to that competitive interclub match against a rival club.

With this association and link, our brand or identity has a big impact on what they think, feel or say about squash in general. Our brand is about all New Zealanders choosing squash, and being one voice for all squash players within New Zealand.

With the collaboration and support of its member district Squash New Zealand has undertaken to rebrand the sport at a national and regional level so people understand who we are. It is significant that all eleven districts have readily seen the value of rebranding having wholeheartedly and enthusiastically bought into the project.

Our brand’s visual identity has been designed to convey a dynamic and distinctive new look for Squash New Zealand. Key elements or aspects are...

• The logo shape, evoking the squash ball itself, conveys the dynamic movement of the sport.
• A real New Zealand flavour incorporating the Koru.
• Simple effective ‘New Zealand Strong’ Black & White colour palette.
• Strong, distinctive typeface suiting a sporting organisation.

From a Maori perspective, the Koru includes a range of themes around new life, growth, development, strength and peace. The circular shape conveys a sense of perpetual movement while the inner coils suggests a return to the point of origin. Like the silver fern is a national symbol, this Koru is also seen as a symbol of national identity.

The branding scheme endeavours to create a global identity. Whether being involved at a regional, national or international level, everyone belongs to the same New Zealand squash family. However each district still has its own flavour and regional personality reflected through the individual style guides which clubs are encouraged to adopt for their own use as well.

Again I would like to acknowledge and thank the districts for their support and contribution throughout the project. It is an exciting new look for our sport and one which we can all be proud to be a part of.

We are Squash New Zealand - poipatu aotearoa