The branding, which launches next month, will be used on posters, certificates, badges, apparel and other materials. Shaw & Skerm partner Paul Skerm says, ‘Targeted at a varied audience of teens right through to veterans, the brand needed to shift people’s perception of the sport as an elitist activity and help them understand it has generic mass appeal.’
He describes the 2012 London Olympics as ‘an invaluable opportunity to expose fencing to the biggest potential audience’.
Fence identity features a modified slash which references a fencing sword. Skerm says the ‘simple’ device gives a felxibility to the brand.
Shaw & Skerm has been working with British Fencing for the last nine months, says Skerm, who says they met when he played water polo with the chief executive.
The consultancy has worked on other projects for British Fencing, including the branding for the National Academy, and Skerm says the intention is to provide consistency through all the organisation’s brands.