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Energetic identification refresh for the YONEX All England Open Badminton Championships

A event for everybody

The YONEX All England Open Badminton Championships, or just the YONEX All England, is the oldest and most prestigious badminton event on this planet. Since 1899, athletes from world wide have competed for an opportunity to win the title of champion. Annually, 155 matches and 50 hours of stay badminton are contested in entrance of a worldwide viewers of greater than 350 million.

To introduce the exhilarating expertise of stay badminton to new communities, in addition to carry collectively the game’s international fanbase, Badminton England are proud to have redefined the visible identification of the model. 

Turning into a pageant of badminton

The goal of the YONEX All England’s rebrand was to really make the event really feel like a pageant of badminton. The inspiration for this got here from the thrilling expertise of attending the event itself: the lightning-fast velocity of the shuttlecock (the world document badminton smash velocity was set simply this April at 565 km/h), the raucous cheering of world crowds that come collectively from international locations as far-off as Indonesia, Malaysia, Japan and China and the intense lights that carry drama to the motion over six days of intense competitors.

Constructing on heritage

Badminton England invited artistic company monopo London to make sure the brand new visible identification felt thrilling and dynamic, but in addition stayed true to the heritage of the event. The rebrand retains the event’s iconic roundel brand, however now re-energised for a digital-first identification that engages youth audiences. In the identical respect, the brand new color palette infuses the blue and inexperienced heritage colors of the event with a vibrant neon tone and accents of burnt orange, impressed by Badminton England’s model color, herald a contact of heat.

Deconstructing the brand

Harnessing the shuttlecock sample within the centre of the brand, monopo created a flexible assortment of graphic patterns that construct highly effective compositions. Moreover, enjoying with the repeated shuttlecock sample and a masking approach, monopo crafted an ownable graphic strip for the event that speaks to the vitality of the game.

Nearer to the motion than ever earlier than

To imitate the uncooked energy of stay badminton, monopo adopted three copy statements throughout the important thing visuals that dial straight into the explosive motion: “All of the motion. All collectively. All of badminton.”. Studying these within the up to date daring italic sans-serif typography ought to really feel as if you’re glued to your seat, leaning into the motion.

As well as, cropped graphic home windows carry focus to imagery of the event’s most explosive moments, each of the athletes on court docket and followers within the enviornment. Every of those visible components are additional dropped at life with movement design, making a model identification that’s simply as impactful digitally as it’s in particular person.

“Badminton is without doubt one of the most enjoyable sports activities to observe stay. It was necessary for us to create a visible identification that’s as expressive in particular person as it’s on-line, in order that followers tuning in remotely from world wide can expertise the event as in the event that they have been there in particular person.”

– Mélanie Hubert-Crozet, Artistic Director

2024 and past

Throughout the broader goal of opening up the game and connecting and rising the badminton neighborhood in the UK and world wide, the brand new visible identification additionally seeks to encourage a brand new era to have interaction with and become involved within the sport. This digital focus seeks to raise the YONEX All England past one annual event to change into a model platform that may host a spectrum of content material all 12 months lengthy, on-line and offline, all world wide: A method for audiences all over the place to find the electrifying expertise of stay badminton.

“We’re thrilled to launch the YONEX All England’s new model identification. Stay badminton is an exhilarating expertise and the brand new model identification actually captures what makes the game and event so particular. We are able to’t wait to carry it to as many individuals as potential subsequent March.”
– Jenny Clark, Badminton England Business Director

The 2024 YONEX All England Open Badminton Championships might be held from March 12-17 on the Utilita Area in Birmingham, England. For extra details about the event and to buy tickets, please go to



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