British Wheelchair Basketball Unveils New Logo

British Wheelchair Basketball launched a new brand identity. "Together We Are British Wheelchair Basketball" will represent British Wheelchair Basketball’s unified identity, highlighting the personality and values of the sport. The new brand design is made up of three elements of wheelchair basketball, all of which are circular: the basket, wheel and ball. The logo represents a connected community. The connecting blades move toward each other in the same formation as a side profile of a wheelchair basketball player. BWB named Arch Creative its brand agency in March. BWB CEO Lisa Pearce said, "We are so proud of our sport, but the old identity for British Wheelchair Basketball no longer worked in today’s world. As a sport we are almost unrecognizable from where we were 20 years ago. We wanted the new brand to fundamentally represent us, unique to British Wheelchair Basketball and our stakeholders" (BWB).