During 2017, the Badminton World Federation appointed teamup to develop a brand hierarchy, name and new iconography for their existing multi-named tiers of elite events. The World Tour shuttle symbolizes the sports unrelenting pace, while the colour spectrum represents diversity and the limitless range of possibility.

1. rebrand case study:
A Smashing New Brand

2. A Smashing New Brand
During 2017, the Badminton World Federation appointed
Infront Sports & Media AG as their new media and
marketing partner and teamup to develop a brand
hierarchy, name and new iconography for their existing
multi-named tiers of elite events.
The new name and bold identity for the BWF World Tour
was developed to work with HSBC as the new title sponsor
and their new Corporate Identity launched at the start
of 2018. To make BWF World Tour stand out in the sports
space, teamup and BWF co-created a bold, colourful
identity to match its dynamic vision.The aerodynamic
nature of the BWF’s global championship logo was
retained for continuity—but the energy, progression,
and brightness are undeniably HSBC BWF World Tour.
The World Tour shuttle symbolizes the sports unrelenting
pace, while the colour spectrum represents diversity and
the limitless range of possibility.

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8. For more information about this case study
or to found out more about us please contact:
Fred Popp
Office +44 7588 663528
Mobile +44 7889 718179
Email fredpopp@teamupco.com
Web www.teamupco.com