National Badminton League

The client

Launched by Badminton England in 2014, the National Badminton League (NBL) was created to modernise how elite badminton is presented in the UK. As the country’s first professional, team-based league, it introduced a faster match format and secured national broadcast coverage, signalling clear ambition to reach new audiences.

However, the league faced challenges in clearly communicating its purpose and relevance within an increasingly competitive sports and entertainment landscape. This rebrand project was positioned as a strategic reset, an opportunity to sharpen the NBL’s proposition and establish a more compelling, contemporary identity to support growth, fandom and future sustainability.

The brief

The relaunch of the NBL needed to be bold, dynamic and high energy, attracting new audiences, venues and platforms. The league set out to feel digitally led, community-driven and unapologetically modern.

This ambition was defined by a new mission — to deliver a high-energy, high-impact league that grows the profile of badminton in England through thrilling competition, dynamic presentation and digital-first storytelling — and a clear vision to redefine the badminton experience by showcasing elite competition in an energetic, modern and bold new format.

Our role was to translate this ambition into a clear and distinctive brand system that could communicate energy, credibility and relevance across both physical and digital touchpoints.

Our approach

We structured the project into four clear stages, from concept development through to asset delivery.

Styling for various graphical elements from social media to branding.

Creative direction

The project began with studio-wide exploration of potential creative directions. With a clear vision from the NBL, early thinking focused on how the brand could visually express speed, intensity and digital excitement, while still feeling credible within elite sport.

This stage set the tone for a brand that needed to be confident, expressive and instantly recognisable.

A mock-up of a billboard for the National Badminton League that says 'EVERY POINT MATTERS' on the left in bold text with the image to the right showing a player losing a point

Typography & logo

The NBL’s loud, direct tone of voice required typography that could match its confidence. A modern, condensed headline font was selected for its impact in both roman and italic, helping to convey movement and momentum while complementing the graphic system.

Logo exploration centred on shuttlecock-inspired icons, evolving towards a more dynamic and tribal mark. The final logo integrated lightning bolt forms within the negative space, reinforcing speed and intensity, and was designed to work both within the NBL initials and as a standalone icon across merchandise and brand assets.

Typography & logo

The NBL’s loud, direct tone of voice required typography that could match its confidence. A modern, condensed headline font was selected helping to convey movement and momentum while complementing the graphic system.

The final logo integrated lightning bolt forms within the negative space, reinforcing speed and intensity, and was designed to work both within the NBL initials and as a standalone icon across merchandise and brand assets.

Graphic system

Badminton shoe soles became the initial inspiration for the brand graphics. Their traction patterns, repeat structures and precise lines reflect the fast pace and sharp directional changes seen on court. Rather than relying on a single motif, a range of patterns were created, allowing the system to flex, layer and animate across different applications.

These graphics formed a bold, energetic foundation for the wider brand.

A mock-up of a man carrying a National Badminton League (NBL) tote bag

Colour & digital first thinking

With a digital-first approach, we explored a more vibrant RGB colour palette before adapting it for print. Multiple combinations were tested, all aiming to capture a bold, modern energy. While some options focused on just two colours, the final palette expanded to four, giving the NBL greater flexibility and longevity across future applications.

Results & next steps

The rebrand delivered a bold, high-energy and contemporary identity designed to reflect the NBL’s ambition to redefine the badminton experience in England. Through a flexible visual system, vibrant colour palette and confident typography, the brand was built to support dynamic presentation, digital-first storytelling and consistent communication across platforms.

With a clear brand framework in place, the NBL is now equipped with the tools needed to showcase elite competition in a modern, unapologetically bold format. The identity provides a strong foundation for future content, venues and community engagement, enabling the league to grow its profile, build recognition and connect more effectively with players, fans and clubs alike.

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Change how your brand shows up

If your organisation is navigating growth, change or a need to reconnect with new audiences, we can help you clarify your proposition and bring it to life through a bold, modern brand system. From strategic rebrands to digital-first identities, campaigns and publications, we create work that builds energy, credibility and long-term relevance.

Let’s redefine how your audience experiences your brand.

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