Rebel Sports is an Australian sporting goods retailer that bills itself as the largest such retailer in the country. In November it introduced a new brand identity, created by Australian branding agency Hulsbosch.
The name Rebel now has such high brand awareness that the word "sport" could be dropped from the logo. The new logo is a simple lowercase wordmark with a flipped E to signify healthy competition between individuals or against oneself. Using simple typography, a yellow-black-white colour scheme and monochrome imagery, the visual identity has been applied to all branded assets both instore and on advertising.
"Hulsbosch has created a distinctive and inspiring brand for Rebel for both its retail and online operations with the aim of repositioning the business as Australia’s premium sports retailer of choice. Rebel aims to increase its market share of active sports enthusiasts seeking quality equipment and sportswear, to grow its female demographic and to cement brand loyalty with its existing customer base. The brand program has a strong focus on clear, simple and confident messaging that translates to a relevant and inspirational brand offer.
“Rebel’s new look stores and identity articulates our commitment to becoming Australia’s leading and most inspiring sports store destination,” said Erica Berchtold, Managing Director, Rebel Group Limited. “Hulsbosch has implemented a relevant and emotive brand revitalisation program that is in line with our strategy to grow the business and provides our customers with an innovative and consistent brand experience across all brand touch points.”
The word ‘Sport’ has been dropped from the identity taking advantage of the high brand awareness enjoyed by the Rebel name, while the flipped ‘e’ intends to communicate healthy competition either against another person and/or oneself to promote the idea of personal best." - Press release