The Abercorn Sports Club rebrand earlier in the year marked a significant milestone
in our story, honouring our rich history while embracing the future with purpose. This
evolution wasn’t just about a refreshed appearance; it captured the essence of our
identity and the values that unite us as a community.

Ben Walker, our Men’s second team co-captain and the Founder and Creative
Director of Firefly Design Agency, first proposed the idea of a rebrand to the club
committee in 2023. The club previously had a logo designed by one of our coaches,
Robin Burns, and it was felt that an evolution of the brand would contribute well to
driving the club forward.

Firefly began the rebranding process with extensive market research, gathering
examples of brands from local, national, and international sports clubs and
organisations. The research was then presented to a group of committee members
to discuss which examples could be a good source of inspiration and which were
less appropriate to the Abercorn brand. This feedback then informed the next phase,
which included mind mapping and sketching over 40 ideas for the logo.

Three of the strongest logo concepts were then selected by the creative team at
Firefly and crafted into digital versions, testing varying fonts and colour palettes. The
three logos were compiled into a presentation with a rationale for each. Ben Walker
then presented the logo concepts to the committee and wider club community at the
AGM in 2023. Members of the club were given the opportunity to vote for and leave
comments on a whiteboard of which logo they felt best represented the club and this
ultimately led to a final decision on which logo the club would choose. This
collaborative approach ensured that the selected logo and branding reflected the
collective vision and values of the club.

Our new brand logo marque is inspired by the family of foxes that inhabit our club
grounds, a familiar sight to many of our tennis members who often catch a glimpse
of them while on court. Formed from a hand-drawn, silhouette-style illustration of a
friendly fox playing with a ball, capturing the lively spirit of the club. This fun-loving
character symbolises our commitment to making Abercorn a welcoming place for all
backgrounds to enjoy sports and social activities. By creating a new brand identity
with a focal marque of a playful fox, the brand better reflects who we are today and
where we are headed in the future. This unique approach sets us apart from other
clubs, ensuring that our identity is distinctive and memorable, while still embodying
the sense of community and fun that defines Abercorn.

Our new colour palette blends energy and warmth. A vibrant orange, inspired by the
rich hues of fox fur, is paired with a deep forest green, symbolising the extent of trees
and shrubs that grow in our grounds. The dynamic typeface selected for the logo
reflects the friendly and welcoming spirit of Abercorn, with italicised letters evoking a
sense of motion and vitality. Subtle flourishes at the ends of the letters add a unique
touch, reminiscent of the elegant curve of a fox’s tail, tying the design back to the fox
marque in our identity.

You'll also notice that our signage, social media posts, and even our club
merchandise have all been updated to reflect the same thoughtful brand
development. At the heart of the rebrand was a strong emphasis on community and
inclusivity, which aligns perfectly with the club’s goals of becoming more engaging,
approachable, and welcoming to all.

Signage
The outdoor signage for Abercorn Sports Club was installed by Ben Walker, with the
help of a few dedicated members, in March and April 2024. This marked an
important step in bringing the club’s new identity to life. In October 2024, a vinyl
graphic was installed in the entrance area to further reinforce the brand and enhance
the interior. These updates not only improve the club’s appearance but also create a
stronger sense of identity and community for members and visitors.

Social media, posters and email marketing templates
To enhance Abercorn’s digital presence, branded templates were developed for
social media, enabling club members to communicate effectively with their audience
through consistent graphics. Poster templates were also created in Canva, offering a
flexible and user-friendly way for members to produce customised materials quickly
while maintaining brand alignment.

For email communications, a tailored Mailchimp template was designed to ensure
consistency across all messages. This template supports a variety of content types,
helping to present a cohesive and professional image in every interaction.

Merchandise
The club has collaborated with a local supplier to produce a wide range of branded
merchandise, including sports t-shirts, hoodies, caps, beanie hats, jackets, and
tracksuit bottoms. The response from members has been overwhelmingly positive,
with over 80 members purchasing kits and over 200 items now in circulation. This
strong uptake reflects the pride our community feels in representing Abercorn, both
on and off the court.

This rebrand marks an exciting new chapter for Abercorn Sports Club. It’s more than
just a new logo and colours - it reflects our commitment to being a welcoming,
inclusive, and engaging space. We look forward to growing together as a club and
continuing to create a sense of community for everyone who walks through our
gates.

Read more about the project on the Firefly website:
https://firefly-uk.com/portfolio/abercorn-sports-club