The organisation, which has been running for 30 years, aims to encourage more women and girls to get involved and it also works to influence sport from the inside.
Elmwood says: “From the field of play to the boardroom, it aims to inspire women and girls to be leaders in sport, to increase visibility of women’s sport, and invest in the future of women’s sport.”
The consultancy says it has looked to create a “high-impact” solution that is simple and immediate and will appeal to corporate partners, influencers and women in general.
It also had to be strong enough to stand out on its own, yet flexible enough to work easily in partnership.
The identity gives prominence to the word “in” to give stand out from similar organisations who lead with “women” according to Elmwood, which says it has chosen a Gotham Black typeface to emphasise the message.
The multi-coloured fractal background adds “vibrancy and diversity” and allows the logo to be adapted for different audiences, says Elmwood.
Elmwood associate creative director Chris Jackson says: “Where as other advocate groups focus on women participating in sport and fitness activities, Women in Sport is a charity focusing on gender equality throughout the whole sporting arena – from coaching and volunteering to law and sponsorship. With this in mind, we thought the word ‘in’, offered the most powerful and relevant basis for our concept.”