Client
Co-operty
Services
Brand Rolllout
Graphic Design
Print Design
Print Services
Year
2023
In 2021, Sports Medicine Australia (SMA) recognised the need for a brand revitalisation to better align with its status as the peak multidisciplinary body for sports medicine, sports science, and physical activity in Australia. D&Co Studio was enlisted to leverage existing brand elements, such as shapes and colours, and reinterpret them for a more modern and dynamic representation of SMA. The goal was to reinforce SMA’s position as a leader in the field, representing a diverse range of professionals from medical practitioners and allied health experts to sports trainers, academics, teachers, and more.
Founded in 1963, SMA boasts a rich heritage as Australia’s pre-eminent multidisciplinary sports medicine body. However, with the evolving landscape of sports medicine and healthcare, SMA recognized the importance of a contemporary brand that resonates with a broad audience, communicates inclusivity, and reflects its commitment to leadership, advocacy, and education.
Our Objectives:
Modernisation of Brand Elements: Reinterpret existing brand elements, including shapes and colours, to give the brand a modern and dynamic aesthetic.
Enhance Brand Perception: Communicate SMA’s leadership, advocacy, and educational roles in the sports medicine and physical activity fields.
Reflect Diversity: Ensure the brand represents the wide spectrum of professionals associated with sports medicine, promoting inclusivity.
Strategies Implemented by D&Co Studio:
Shape and Colour Refinement: Retained key shapes from the existing brand but streamlined and modernised their forms.
Refreshed the colour palette, maintaining elements of the original colors but introducing contemporary shades to evoke energy and vibrancy.
Dynamic Logo Refresh: Refreshed the implementation of the SMA logo for a more contemporary and versatile look, maintaining recognisability while infusing a sense of forward movement and innovation.
Ensured the logo reflected the multidisciplinary nature of SMA, representing diverse professions within the sports medicine and physical activity realms.
Comprehensive Brand Guidelines: D&Co developed a set of brand guidelines to ensure consistent application of the revitalised brand across various media and platforms. The guidelines included for typography, imagery, and messaging to reinforce a cohesive brand identity.
Inclusive Visual Assets: Created visual assets, such as imagery and illustrations, that showcased the diversity of professionals associated with SMA. We also incorporated dynamic visuals to convey the organisation’s commitment to progress and innovation.
Results: The revitalised brand effectively communicated SMA’s leadership, advocacy, and educational roles, aligning with its position as a multidisciplinary authority in sports medicine.
The modernised logo and brand elements contributed to increased brand recognition among SMA’s diverse audience.
The use of diverse visuals and dynamic design elements reinforced SMA’s commitment to inclusivity, innovation, and progress.
Conclusion:
The collaboration between SMA and D&Co Studio successfully revitalised the brand, providing a modern and dynamic representation of Australia’s premier multidisciplinary sports medicine body. The updated brand elements now better align with SMA’s mission, conveying its leadership, advocacy, and educational roles while embracing the diversity of professionals within its membership. This revitalisation has positioned SMA as a forward-thinking organisation at the forefront of sports medicine, sports science, and physical activity in Australia.
