Lacrosse Australia - New Identity
Lacrosse Australia has today unveiled an exciting new name and visual identity.
The unveiling is the culmination of almost two years of work by the board of directors, and comes less than a day after welcoming the news that the International Olympic Committee had awarded full recognition to the international federation for lacrosse.
Lacrosse Australia Director Carly Post, said that in undertaking the project the organisation wanted to develop an exciting new visual identity that struck an important balance between the nation’s much-loved heritage and a progressive new way of thinking about, and marketing, the unique and quintessentially Australian brand of lacrosse.
“After engaging with a cross-section of our national lacrosse community, we have attempted to unify thinking across grassroots, clubs, states and our nation as to what Australian lacrosse is, and what it stands for; our story, our vision, our mission and our purpose, and working to make sure that this is inherent in our logo, our brand, and the entire Australian lacrosse experience,” she said.
“In addition to the new visual identity, we have also developed a new brand strategy which provides a foundation for authentic and consistent storytelling around our sport, and we’ve streamlined our social media presence in order to create a platform to showcase and celebrate our aspirational lacrosse heroes.”
Lacrosse Australia President Glenn Morley, said that the move to a contemporary look-and-feel and consistent branding across the board would provide the sport with numerous benefits.
“This project was a conscious effort to better market and align the sport to a changing sporting landscape and was a key element that members raised through our previous strategic planning seminars,” he said.
“The new branding will enhance recognition in the marketplace, unite our community through storytelling and engagement which will enhance our opportunity for future commercial partnerships, which will benefit the sport as a whole.”
The new visual identity incorporates a modernised version of the shield that featured in the previous logo and which provides a long-lasting, strong brandmark that is instantly recognisable as an Australian brand. A swoosh-style design has been subtly incorporated into the bottom of the shield indicating movement of a lacrosse stick, and the Southern Cross is used for instant recognition of a strong and professional Australian sporting brand.
Formerly the Australian Lacrosse Association, the national governing body made the change to Lacrosse Australia believing that this change is both modern and exciting, and sits in line with the newly defined organisational values of leadership and professionalism, as well the polished new look-and-feel.
Lacrosse Australia will now continue to engage with its Member Associations to gauge their interest and collaboration in order to further enhance the lacrosse in Australia with a unified approach to brand.
For more information please visit www.lacrosse.com.au. To request a copy of the new logo and brand book for Lacrosse Australia, please email operationscoordinator@lacrosse.com.au.