— Terri Bertakis
Strategy, Direction
+ Designer
— Photography Credits:
Lucy Kasnox,
Mark Zouroudis
and Mark Taylor
Brand Audit
Purpose Clarity
Vision Mission Values
Authenticity &
Differentiation
Audience Personas
Manifesto
Logo re-design
Logo Suite
Colours
Typography
Imagery Styling
Texture/ Imagery Assets
Brand Heart Guide
Posters
Flyers
T-Shirt
Sports Apparel
Tote Bag
Merchandise
Inner West Roller Derby League were established in 2012, with new leadership the team had been growing steadily, a rebrand would give them the opportunity to develop as a league competitively and make an impact locally, nationally and beyond. In line for their 10 year anniversary, the team wanted to elevate their brand to new heights. Acknowledging that they had outgrown their previous logo, they wanted to achieve a new look and feel which embraced their family-friendly vibe yet with a more competitive edge. They also wanted to ensure the design of their new brand identity was inclusive and reflective of the LGBTQIA+ community, as this was an important part of their culture.
Through a brand audit, we uncovered insights and opportunities that helped uncover the true value of the teams fun and family oriented culture along with an inclusive LGBTQIA+ ethos. The team had identified with a strong "Lovemark", meaning that they had built a tribe with high love and high respect and needed a new foundation in which all of this was to be articulated, refined and communicated across their league.
The success of the previous logo represented the Inner West street art vibe, however lacked in originality with the symbol of the skate, and the texture of the logo was becoming difficult to replicate across printed merchandise.
The brand personality exercise captured the quality of competitive grit from the past, purposeful inclusion in the present, and a future of continual progression. The new logo represents the concept of the "Rainbow Wheel, with a welcoming inner space to skate". The logo stands for bringing community together with a love for derby and diversity.
The Roller Skate wheel is a symbol representing continuous movement, inner grit and progress. The Progress Pride Rainbow inside the inner hub, welcomes people into a world of acceptance, connection, and potential that is embraced through the love of Roller Derby. The Stars are a symbol of progressive excellence, courage, and championing determination.
