Blind Sports Australia

Blind Sports Australia represents a diverse group of sports, clubs and athletes – with an even wider range of abilities. From grass roots organisations all the way through to the elite levels of the global sporting community, BSA is a truly unique inclusion focused peak body.

Our challenge was to create a brand, identity and engagement tools that were accessible, yet sophisticated. And a strategic approach that reflected the inclusive and aspirational nature of BSA and the group it represents.

For too long the blind and visually impaired have suffered from a lack of genuine inclusion. Ironically, BSA has also suffered from being invisible in the sporting landscape by virtue of its identity lacking the emotional, rational and aesthetic values to capture hearts and minds within, and beyond, the community it serves.

So what does a logo that is more than its design elements metaphorically look like? How do we get people who are visually impaired to have the same experience of the brand as people with 20/20 vision do? Well, we create a logo that can be experienced on an equal playing field.

Sport is about movement. Our solution was to use the braille system as both a language and iconography, creating a dynamic logo representing the energy and interaction of playing sport, across all its diverse game styles and competition types.

Using the green, gold and blue colour selection aligned to our national brand identity, we were also able to build a fluid identity that could flex its chromatic range and application, creating a bold, energetic and ‘high visibility’ brand.

Logos are either a formality of business with very little bearing on strategic planning or public communications, or the lynch pin holding the brand together, our opportunity with Blind Sports Australia, was to become the later. Because with the re-development of an emotional and effective brand, comes the opportunity to re-define who you are and what it is you stand for.

Our creative strategy was to present all communications tools with the added accessibility of QR codes and embossing the BSA braille lettering where possible. We even used braille letters embedded into sighted text to force a ‘reverse inclusion’ cognitive realisation for those without vision impairment. These innovations ensure all interactions with BSA offer the whole community a clear understanding, as much as an educational experience. By doing this, we’ve embraced a new way of branding, regardless of someone’s ability.

Together, BSA and Inclusive Creatives have thrown down the gauntlet to all brands; that it’s no longer good enough to pay lip service to inclusive accessibility – if you’re going to talk the talk, you need to walk the walk!

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