of members voted in favour of the organisations’ name changing to Grounds Management Association, helping the organisation find its way into the 21st century and its ‘why’ – to make sport possible.​
The challenge
The nation’s favourite sports all depend on grass pitches. Yet grounds managers and staff are underappreciated, and the industry is under threat. 1 in 5 of the current workforce is due to retire in the next decade and not enough young, diverse, skilled professionals are entering the field to replace them. ​
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The approach
We led the development of a new brand, including a new logo – inspired by playing field markings and intersecting grass patterns. This created a unified mark symbolising teamwork and partnership with the different elements coming together. ​
Bright, gender-neutral colours inject energy to appeal to young people. The flexible pattern graphic device is further inspired by markings on sports fields which, when combined with bold typography, creates a versatile, impactful and recognisable look and feel that you can own. It’s a modern and contemporary brand that has real energy and movement.
The impact
Through running a press and social media campaign to educated key stakeholders, IOG members and the industry at large about the need for change, the GMA had a successful vote for the new name and visual identity. ​
