Fudge redesigns England Squash website and logo

England Squash & Racketball is set to unveil a new identity and website designed by Fudge, aimed at extending the reach of the sport across the UK.

The brand identity (pictured right) is set to launch this coming week, and a redesigned website will launch in April.

The rebrand follows an extensive review carried out by squash and racketball’s governing body two years ago, prompted by its aim to get the sport included in the Olympic programme, as well as making the rules and regulations of squash and racketball more accessible to the public.

‘There’s no real incentive for clubs to register people as members at the moment, so this is about increasing the understanding of the rules of squash, reaching out to a younger audience, getting schools involved and boosting competitions,’ says a spokesman for Fudge.

Bolton consultancy Fudge was appointed in April 2008 to the five-figure brief to create a new brand and a suite of promotional materials, as well as to overhaul the website.

The group had to pitch separately for the two projects

The first, for the rebrand, was a three-way pitch, while the second, for the website, was a ten-way pitch against consultancies that included Reading Room and Nemesis.

The resulting marque is intended to be a contemporary and dynamic interpretation of the England rose, to attract a younger and more culturally diverse audience to the sport.