BCG gets rid of Slazenger ‘pussy cat’

Dunlop Slazenger is re- launching the Slazenger brand after a management buyout earlier this year from holding group BTR. Design is by BCG Communications with input from the in-house team.

The new logo aims to differentiate Slazenger from the rival Puma brand and “to show the market that they are back”, says BCG director Bernard Guly.

The group was briefed to create a logo to lift the brand’s profile. “The theme was natural instinct and that lends itself nicely to the panther. The old one was like a very sad pussy cat,” says Guly.

The cat has been reversed and now leaps upward rather than downward over a new typeface.

Slazenger’s in-house graphics team, headed by Andrew Porter, tweaked the marque to look more natural and less stylised, Guly adds.

The identity has been launched to the trade and will appear on Slazenger products next spring.