The British Basketball League unveils new brand

With plans of pushing the sport onto a new level in the UK, the British Basketball League has undergone a major identity update as it edges closer to 40 years since its inception. Partnering on the project with London-based creative agency Designwerk, the move to bring a new lease of life to the brand includes a revised logo which will be used across both the Men’s League and Women’s League.

The rebrand is underpinned by the word ‘Unbeatable’, which demonstrates the League’s sizeable ambitions. It promises fans that they will see the new brand come to life across all channels, including gameday broadcasts as well as on-court.

The new logo utilises the letter ‘B’ for British Basketball League, and the organisation also hopes its celebration of the basketball and hoop are also noticed within the design.

However, Designwerk’s creative extends beyond the visual identity alone and hopes to transform the brand identity as a whole by extending into broadcast graphics, audio composition support and a campaign video to support the launch.

In a bid to further heighten the League’s entertainment value, a new anthem for British Basketball, called Unbeatable, has also been developed. Performed by Manchester artists OMO9K and Lady Ice, the brand hopes this will help connect on a deeper level with fans of the sport.

British Basketball League’s head of marketing, Joe Edwards, comments, “Sharing our new British Basketball League brand identity and the Unbeatable campaign with fans and partners is a huge milestone for the League and something that will help position it as an entertainment and sports leader.”

Aaron Radin, British Basketball League’s chief executive officer, adds, “Today's launch of a new brand identity is a clear signal of the British Basketball League's intent to be a premier entertainment and sports organisation, generating joy for its fans and value for its commercial and marketing partners. We are extremely proud to unveil our new identity, symbolising our unwavering commitment to taking our League to the next level.”