The YONEX All England Open Badminton Championships, also known as the YONEX All England, has a rich history as the oldest and most prestigious badminton tournament in the world. Since 1899, athletes from around the globe have competed passionately for the chance to be crowned champion. With 155 matches and 50 hours of intense live badminton, this tournament captivates a global audience of over 350 million people.
To extend the exhilarating experience of live badminton to new communities and unite the sport’s passionate fanbase, Badminton England has recently redefined the visual identity of the brand. Their aim was to create a true “festival of badminton” that captures the excitement and intensity of the tournament itself. The lightning-fast speed of the shuttlecock, the enthusiastic cheers from fans around the world, and the dramatic lighting all come together to create six days of unforgettable competition.
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To achieve this rebrand, Badminton England collaborated with creative agency monopo London. The new visual identity retains the tournament’s iconic roundel logo but infuses it with a vibrant neon tone and accents of burnt orange. This fresh color palette, inspired by Badminton England’s own brand colors, brings a touch of warmth and energy to the tournament’s visual identity.
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One notable aspect of the rebrand is the versatile collection of graphic patterns created by monopo, using the shuttlecock pattern from the center of the logo. These patterns contribute to powerful compositions that visually capture the dynamic energy of the sport. Additionally, monopo has utilized a masking technique to create a unique graphic strip for the tournament, further emphasizing the sport’s intensity.
To convey the raw power and excitement of live badminton, monopo adopted three copy statements across the key visuals: “All the action. All together. All of badminton.” These statements, presented in bold italic sans-serif typography, aim to make viewers feel as though they are right there, immersed in the action.
To engage fans both in person and online, monopo has incorporated cropped graphic windows that highlight the tournament’s most explosive moments, showcasing the athletes on court and the passionate fans in the arena. These visual elements are further enhanced with motion design, ensuring that the brand identity has just as much impact digitally as it does in person.
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The new visual identity not only aims to enhance the YONEX All England tournament experience but also seeks to inspire a new generation to engage with and participate in the sport. By focusing on digital platforms, the tournament plans to become a year-round brand platform that hosts a diverse range of content. This will allow audiences from all corners of the world to discover and enjoy the electrifying experience of live badminton.
“We’re incredibly excited to unveil the new brand identity for the YONEX All England. Live badminton is an exhilarating experience, and the new visual identity truly captures what makes this sport and tournament so special. We can’t wait to share it with as many people as possible next March.” – Jenny Clark, Badminton England Commercial Director.
The 2024 YONEX All England Open Badminton Championships will take place from March 12-17 at the Utilita Arena in Birmingham, England. For more information about the tournament and to secure your tickets, visit the official website at https://www.allenglandbadminton.com/.
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