Squash New Zealand
With a proud and rich heritage since its beginnings in the early 1930’s, Squash has now grown into a national and international sport played by all ages at a range of levels. Due to brand and identity inconsistencies/ issues across their eleven squash districts and New Zealand as a whole, GSA was tasked to rebrand the sport at a regional and national level. The new brand 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 sub branding for clubs to adopt and utilise. 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 for New Zealand.
