Women’s Sport and Fitness Foundation rebrands as Women in Sport

Sports charity Women’s Sport and Fitness Foundation (WSFF) has overhauled its branding and created a new identity, Women in Sport, as it looks to better communicate its outlook and positioning.

The 30-year old charity, which aims to transform sport for the benefit of all women and girls, has plans to inspire females to be leaders in sport, to increase visibility of women’s sport, and invest in the future of women’s sport.

Created by Elmwood the new branding aims to be ‘simple and immediate’, in a bid to appeal to corporate partners and influencers, as well as women themselves.

Chris Jackson, associate creative director at Elmwood said: “Whereas other advocate groups focus on women participating in sport and fitness activities, Women in Sport are a charity focusing on gender equality throughout the whole sporting arena - from coaching and volunteering to law and sponsorship. With this in mind, we thought the word “in”, offered the most powerful and relevant basis for our concept.”

The new branding includes a strident typeface and multi-coloured background.

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