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.
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.
