Increasing Logo Clarity: The Design Path to Increased Brand Recognition and Accelerated Customer Acquisition for a Beloved Sydney Sports Institution …

The Background

Elanora Squash and Fitness Centre is a complex sports facility, made up of Elanora Fitness, Elanora Sports Shop, and the Racquet club. With over 1,000 active players and a rich history stretching back to the 1970s, it’s a mainstay in the Sydney sporting community. 

Elanora Squash and Fitness Centre Tasked Ultimate Edge With: 

  • Modernising their logo to reach a new target demographic. 
  • Aligning sub-brands under a mother brand – Elanora – with dynamic visuals for a quicker, more visceral recognition… 
  • improve consistency across all logos to enhance overall brand awareness and congruency. 

The Challenge.

Elanora’s three sub-brands’ logos looked like three separate businesses, each competing with the other for customers, rather than complementing each other and creating a congruent and cohesive brand that instils trust and loyalty. 

The logo designs were outdated and didn’t speak to the primary target audiences including as an example, women over the age of 40, looking for a place to socialise, get fit, and dine with their family. 

Additionally, there were no high-resolution files for quality printing severely diminishing the brands’ standing and contributing to muddled messaging. 

Our Solution

We clearly defined the messaging hierarchy of this incredible, multi-function facility. 

  • First there was Elanora Squash & Fitness… 
  • Then there were the three sub-brands nested under this umbrella. 
  • We upgraded the primary logo element that could be used congruently across all four sub-brands brands. 

First, we re-designed the mother brand’s logo, using the element of a squash ball in flight, using graded colour transitions to establish a visceral sense of dynamic movement. 

We then differentiated each sub-brand by colour, strategically selecting modern and vibrant tones that appeal to each target demographic group while maintain the core “mother’ brand’s integrity. 


We established Elanora Squash & Fitness Centre as the mother brand of this complex, multi-function facility.

By identifying the business’s internal hierarchy, we were able to creatively provide a convergent clarity and consistency to their brand logos representative of the synergistic aspect of this iconic community hub.


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