Bowls Victoria’s new look – What you need to know
As part of Bowls Australia’s national rebranding program. Bowls Victoria has adopted a new logo effective from March 2018.
We join Bowls Australia and five other States and Territories who have already adopted the new logo, featuring a consistent look that ties all brands within the sport together.
Victorian bowlers will not be impacted by the decision to introduce a new Bowls Victoria logo.
It is important to note there is no need for bowlers to replace their current uniform, and bowlers may use what they have for as long as they need.
Bowls Australia has deemed the National Merchandising Program logo, known to pennant-level-and-above bowlers nationwide because of the stipulation that it appears on competition clothing, will not be affected by the rebrand of Bowls Australia’s corporate logo and the changes to State level logos. Players can continue purchasing and wearing attire featuring the NMP “A” logo.
Also, please note all current stock within Bowls Victoria that carries the old logo will be used until exhausted. Therefore, there is no added cost to be borne by members for the change of logos.
The Bowls Victoria logo rebrand will be phased in starting from March 2018.
You will notice immediate changes on our website, in our electronic communications such as our fortnightly e-newsletter to members Heads Up, and on our social media channels.
Changes to signage, trophies, medals and State uniforms will be made gradually and as needed.
FREQUENTLY ASKED QUESTIONS
Will I need to change my Pennant uniform?
No. It is important to note there is no need for bowlers to replace their current uniform, and bowlers may use what they have for as long as they need.
Bowls Australia has deemed the National Merchandising Program logo, known to pennant-level-and-above bowlers nationwide because of the stipulation that it appears on competition clothing, will not be affected by the rebrand of Bowls Australia’s corporate logo and the changes to State level logos. Players can continue purchasing and wearing attire featuring the NMP “A” logo.
How much money will this cost Victorian Clubs and Bowlers?
There will be no additional cost borne by Clubs nor Members for the logo to be introduced. All current stock within Bowls Victoria that carries the old logo will be used until exhausted. Therefore, there is no added cost to be borne by members for the rebrand.
Why are you introducing a new logo when the old one is perfectly serviceable and well recognised?
Bowls Australia undertook the design of all logos for States and Territories itself as part of a national rebranding program.
While the rebranding program was introduced at the start of 2017, Bowls Victoria did not commit immediately. We wanted some minor changes to the initially proposed Victorian logo, and also felt the time wasn’t right to change from a logo which has served us well since its introduction in 2010.
But we eventually decided the idea of being part of a consistent branding for the sport, which Bowls Australia is confident will help the sport become more easily recognised, was a good one. Once the logo design elements we wanted were incorporated in our logo, we were happy to commit.
When will the new logo be introduced?
The new logo will be phased in gradually from March 2018.
You will notice immediate changes on our website, in our electronic communications such as our fortnightly e-newsletter to members Heads Up, and on our social media channels.
Changes to signage, trophies, medals and State uniforms will be made gradually and as needed.
We will use current letterhead, envelopes, Pennant check sheets and scorecards until those stocks are exhausted, then once we re-order, we will do so with the new logo.
Who has adopted the new branding?
Bowls Australia, Bowls ACT, Bowls NT, Bowls WA, Bowls SA and Bowls Tasmania have all had their new logos since the program was introduced at the start of 2017. Bowls Victoria now joins the program. The Bowls Premier League and Australian Jackaroos logos are also part of the new look.
Why is there a need for consistent branding across Australian bowls?
It is envisaged that the initiative will help the organisations’ brands transcend state and territory borders, creating greater brand affinity and awareness among the 180,000-plus registered members across 1,902 clubs, while also revitalising the sport’s brand that is presented to the marketplace to boost the appeal of the sport further than the 623,281 annual regular social participants.
The primary element of the new-look logos is a teardrop style enclosure, which represents the paths forehand and backhand bowls deliveries take towards the jack, while also boldly displaying the three most prominent aspects of the sport; a bowl, a jack and a green, to ensure greater recognition among the unconverted.
The well-recognised V from our old Bowls Victoria logo is incorporated in the new design.
Bowls Australia says the flexible nature of the brand will allow the governing bodies to utilise the core elements of the design in sub-brands, including the suite of national and state events and high-performance programs, reinforcing a focused commitment to establish a consistent brand for the whole sport.
