PSA Squash Tour
CLIENT: Professional Squash Association
AGENCY: GAS Group
TITLE: Graphic Designer
AGENCY: GAS Group
TITLE: Graphic Designer
A new chapter for squash.
The Professional Squash Association has been around since 1975 and although the brand has evolved and changed slightly over the years, it was time for a complete brand overhaul that spoke to the dynamic sport. The creative team at GAS was tasked with creating a brand identity that could represent the passion and action of squash.
We created dynamic, ever-changing modular grid systems that represent the glass walls of the squash courts. By adding gradients to these isometric shapes, we were able to evoke a similar feeling to the reflections of the glass court walls.
When it came to choosing brand colours, we knew that these also had to reflect the sport. Squash is historically a dark sport, played in venues where the lights are low so all attention can be led to the white ball. So our primary colour is dark Harrow blue. Squash also involves a lot of passion, athleticism, and energy, so we had to ensure the rest of the colour palette was bright and vibrant.
We paired our graphic grid system and colour palette with a bold narrow font to represent the energy behind squash but narrow to showcase the athletic nature of the sport. Finally, we shifted focus to the logo and icon, we knew it had to be updated to feel more modern and fit the new brand, but the essence of having the squash player silhouette still included was integral. We updated the player silhouette to be cleaner, more refined and balanced as well as updated the box/court that contains the player. We matched the slant of the icon and box to the wordmark for a seamless-looking logo.
Relating everything to the sports roots helped us create a brand identity that embodies the passion of every squash player and fan.
The Professional Squash Association has been around since 1975 and although the brand has evolved and changed slightly over the years, it was time for a complete brand overhaul that spoke to the dynamic sport. The creative team at GAS was tasked with creating a brand identity that could represent the passion and action of squash.
We created dynamic, ever-changing modular grid systems that represent the glass walls of the squash courts. By adding gradients to these isometric shapes, we were able to evoke a similar feeling to the reflections of the glass court walls.
When it came to choosing brand colours, we knew that these also had to reflect the sport. Squash is historically a dark sport, played in venues where the lights are low so all attention can be led to the white ball. So our primary colour is dark Harrow blue. Squash also involves a lot of passion, athleticism, and energy, so we had to ensure the rest of the colour palette was bright and vibrant.
We paired our graphic grid system and colour palette with a bold narrow font to represent the energy behind squash but narrow to showcase the athletic nature of the sport. Finally, we shifted focus to the logo and icon, we knew it had to be updated to feel more modern and fit the new brand, but the essence of having the squash player silhouette still included was integral. We updated the player silhouette to be cleaner, more refined and balanced as well as updated the box/court that contains the player. We matched the slant of the icon and box to the wordmark for a seamless-looking logo.
Relating everything to the sports roots helped us create a brand identity that embodies the passion of every squash player and fan.