A new name and identity for Squash Ireland

Squash Ireland is the latest in a long line of rebrands we have delivered for Irish Sports’ national governing bodies.

The inspiration for the identity was provided by the player’s themselves as they talked to us about playing the game in 3d, and the direction from the team at Squash Ireland was to bring some colour and energy into the game that they could translate into their social media and comms activity.

Check out what Squash Ireland had to say about the new brand below.

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Squash Ireland are asking you to ‘Step in’ to squash, with a new name and identity for the sport across the island of Ireland.

Formerly, Irish Squash, the national governing body has updated its name and will now be known as ‘Squash Ireland’. This changeover is currently taking place across all digital platforms and will be rolled out across tournaments, events and clubs in the coming weeks and months.

To coincide with this name change, we are very proud to reveal our new brand identity and our ‘Step in to squash’ brand manifesto.

The brand has been developed with renowned sports creative specialists, Branding Sport, to capture a more modern, energetic, youthful side of the sport.

Our players and volunteers were active participants in the brand development process and the ideas and inspiration for the new brand came directly from our people.

Squash Ireland President, Rosie Barry, believes the new identity marks the start of a period of great opportunity for squash in Ireland, “It’s a very exciting time for us as we are already looking forward to squash’s inclusion at the LA 2028 Olympic Games. On top of that, our new brand is an indication of our commitment to promote and grow the game even further, with a major focus on recruiting new, young players to the sport.”

CEO of Squash Ireland, Scott Graham, says the new identity is a key part in the organisation’s strategic planning; “I was very keen to update the Squash Ireland identity to reflect the energy, the fun and the community at the centre of the sport. The process we worked on with Branding Sport has really delivered on that objective and will help us to grow the game on a number of fronts.”

Branding Sport MD, Patrick Murphy, gives some more insight into the brand design and development; “The players, staff and volunteers at Squash Ireland contributed some very rich insight when it came to developing the brand and we were keen to deliver on that input. ‘Sport in 3d’ was a key idea and something we tried to capture in the new logo –  the squash ball travelling in front, behind and all around the player and the court. For the eagle-eyed out there, the dimensions of the lettering and the logo are very deliberate and intended to reflect the dimensions of a squash court itself, while the overall identity has been created to appeal to a youthful audience and to really come to life across social media and digital platforms.”