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Whitestone create identity for Squash TV

Posted by: Whitestone International | Date added: Mon 04 Jan 2010

Whitestone International has created the brand positioning for a series of new iden- tities for the Professional Squash Associa- tion (PSA) including the body’s new Squash TV website.

Whitestone International has created the brand positioning for a series of new identities for the Professional Squash Association (PSA) including the body’s new Squash TV website.

The work included the the creation of the Squash TV logo identity, website branding, broadcast idents and animations.

The Squash TV logo identity will represent the web-broadcasting arm of the PSA and will televise live streaming of major squash events from around the world including the PSA Super Series.

Whitestone International is also currently working on the brand positioning of the Super Series and PSA Corporate logo identities.

The new identities are a central part PSA's wider strategy of delivering more for its members, stakeholders, promoters, sponsors and fans.

“It’s been a very hectic time for us because we had so much to do including planning the re-brands so we needed a brand agency that we could rely on to help and work in with our busy schedules,” said PSA CEO Alex Gough.

Whitestone have been understanding of this and worked with us to evolve a new look and feel for all three identities which are right on the mark.”

CEO of Whitestone International Chris Lightfoot said the usual re-brand processes and protocols were thrown out the window.

“It’s unusual that a sub-brand is completed before the main corporate identity but it was necessary to have the Squash TV identity ready first so we adjusted our approach accordingly to ensure it could be done.”

Squash is such an excitingly fast and physical game and we wanted to consistently convey that within the three logo identities while keeping in line with the purpose that each one serves.”

With the Squash TV logo identity we wanted it to look like an entertainment brand, giving it a standout broadcast feel inclusive of the type and colour variants within the website branding.”

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