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New Corporate Identity

A Corporate Identity is not just a decoration, but an opportunity to give character to what it represents: a personality, culture and behaviour. 

The ABA of England identity is no different. It is to represent many things including who we are, our history and name, what we do, how we do it and what our mission and visions are for the future. This is delivered through our people, services, clubs, and certainly, through our communications.

So what does the ABAE do?

This is not an attempt to re-invent the notions put forward in the 'Whole Sport Plan', or do ;-re-design' the ABAE. The ABAE continues to:

  • Regulate the sport.
  • Organise amateur boxing competitions. 
  • Produce 'winners' in all international competitions
  • Support amateur boxers through development programmes and other benefits of membership.
  • Support the clubs to enhance their facilities and recruitment of members. 
  • Promote the sport to 'those who need to know'.
  • Attract a whole new generation of enthusiasts      

The Association stands for promoting skills, fitness and health through the noble art of boxing: "It's about skills, fitness and health."

So how do we do all of this through our identity?
Following extensive research and visits to clubs, various characteristics of the ABA of England, identity were identified which in turn led to how we wanted the new identity to change:

Before 

After 

Opaque 

  Open, transparent 

Remote 

  Accessible and relevant through to grass roots 

Narrow 

  inclusive 

Institutional 

  Vital, dynamic 

conservative 

  Forward-thinking, relevant 

Muted, inward-looking 

  Bright, communicative 

Stuck in time 

  Progressive, visionary 

Organiser 

  'Voice of English amateur boxing' 

It is these features that influenced the development of the new brand.

The New Identity

This logo is legally protected and may not be reproduced without the express permission of the ABA of England.

aba logo

 
The different elements of the new identity add diverse characteristics to the brand:
  • The icon, depicting the skill, speed and agility of the art of boxing, with the use of colour to add a sporty and approachable feel.
  • The typeface, with its clean bold lines and curves, gives impact, representing the Association as modern and authoritative. 
  • Combined, these elements create the new logo for the Amateur Boxing Association: a fresh, forward-thinking, and accessible organisation.    

What will the new identity do? 
 The importance of developing a new identity is the impact it will have in the future. The aims of this new look and feel is to:

  • Raise the perceived value of what it does.
  • Create an re-invigorated impact in its 'world'.
  • Clarify the role and aims of the organisation to its various constituencies for example, the clubs, the divisions, the boxers and coaches, the regions, the media, Sport England, Local Authorities and the educational establishment.
  • Provide a consistent framework for all communications; from the website to the literature.
  • Provide opportunities for increasing revenue.      

The new identity will help its membership feel they're part of something special, describe it with affection and impress other stakeholders who will really comprehend the ABAE's achievements.  

You can view the ABAE Branding Guidelines by clicking onto this link (PDF [136.9Kb]. Download time 31 seconds based on a 56k modem. Will open a new browser window.)