our brand and vision reimagined

Brand statement

For some, there's beauty in harnessing gravity and moving at high velocity, without breaks. When we’re traveling over 140km/hr, there’s nothing separating us from the sheer thrill and exhilaration of the track. Everything we dreamed of for ourselves is challenged by our own dedication and human strength in a sheer matter of seconds. When we’re here, we’re nowhere else. The silent sound of wind pushes us beyond unparalleled boundaries. The immense pressure, physically and mentally is unmeasurable to the extraordinary achievement that awaits. There’s nothing we can’t do. The ice makes us who we are. Together we’re in pursuit of excellence. Together we - push beyond.

Our Logo

Inspired by the curves of our tracks, our logo represents everything that we are as Bobsleigh and Skeleton athletes. In the formation of the letter ‘A’, it is a converging reflection of the Australian spirit and pride of our sport.

Our colours

Our primary brand colours are a youthful and modern take on the unmistakeable green and gold of Australian sport. Yet our secondary colours are true to the crisp winter climate where we spend the vast majority of our time, training and completing.

Our Identity

Our typography and creative style pays homage to the unique curves of our track. These famous curves have stories of every athlete who’s slid down them. They symbolise movement, speed and remind us of our passion for sliding.

Our look & Feel

Now, wherever our logo and brand visuals show up, they bring with them the energy and distinct personality of our brand, sharing the thrill of racing on ice with the rest of the world.
"This rebrand definitely brings a lot of excitement to our sport! It reminds us that regardless of whether you race Skeleton or Bobsleigh, in World Cups or North America Cups, we’re one team."
Anthony Deane
President, Bobsleigh & Skeleton Australia

Frequently Asked Questions

Why did Bobsleigh & Skeleton Australia develop a new brand?
Bobsleigh & Skeleton Australia identified a number of organisational priorities which will assist us in achieving our objective of achieving Organisational Excellence. One of the main strategies is to “Develop and implement a marketing, relationships and communications strategy.” The key tactic identified to help accomplish this was to conduct a brand audit and redesign.

This work has allowed us to create a more defined brand story and visual identity, one that re-energises our internal stakeholders and ignites a passion for our sport among the general public and potential sponsors.
What was the process to develop the new brand?
Bobsleigh & Skeleton Australia embarked on this transformation project almost 7 months ago, and we recognise there is still a significant amount of work still to be done to roll out our new brand across all of our communications touch-points.
Who was involved in developing the new brand?
It was a true team effort to develop and establish Bobsleigh & Skeleton Australia’s new brand. The entire bobsleigh and skeleton community was represented throughout the process, including stakeholders, board of directors and athletes from all our sports.
Was a new brand necessary? What was wrong with the old logo?
With the renaming of our national governing body and after consultations with our stakeholders, the board of directors recognised that the old brand was not representative of the renewed values and objectives of our organisation and our community of athletes and supporters.

The new brand provides greater clarity of who we are and what we represent. And the new visual identity (logo, colours, typography, imagery, etc.) will look great on all touch-points and platforms, which was not always the case with our old look.
What are the benefits of launching a new brand?
A brand which is recognisable and unique to our sport provides the foundation for our growth and successful promotion. Our new visual identity is bold, yet simple, and recognisably Australian, which helps our efforts to build the profile of our sports by attracting both new athletes and winter sport fans.
When will the new brand and logo start being used?
Beginning today, our new logo and brand will begin to roll out across various touch-points of Bobsleigh & Skeleton Australia. This will include our social media channels, official documents, marketing collateral and stationery, national team uniforms and newly launched website.
Where can I find the new logo and the brand guidelines?
If you need access to our new brand assets, please send your request to communications@bobsleighskeleton.org.au

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