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TacticDesign
Netball Players Association
Visual Identity Design
The Netball Players Association (NPA) represents and supports netball players across all levels, advocating for their welfare and providing a trusted voice within the sport. As the organisation grew, they recognised the need for a refreshed visual identity that reflected their role as an established and trustworthy representative body. The goal was to move away from a youthful, sporty aesthetic towards a more traditional and credible brand presence—one that communicates “we are here for the players.”
Slate Blue
HEX: #457B9D
RGB: 69, 123, 157
CMYK: 77, 44, 24, 2
Pantone 2159 C
Mint Cream
HEX: #F1FAEE
RGB: 242, 248, 238
CMYK: 4, 0, 7, 0
Deep Crimson
HEX: #AF2233
RGB: 175, 35, 52
CMYK: 22, 99, 83, 13
Pantone 1805 C
Dark Navy
HEX: #1D3557
RGB: 28, 53, 87
CMYK: 96, 89, 40, 33
Pantone 534 C
Imperial Red
HEX: #E63946
RGB: 230, 57, 71
CMYK: 4, 93, 73, 0
Pantone 2034 C
Powder Blue
HEX: #A8DADC
RGB: 170, 218, 220
CMYK: 32, 1, 13, 0
Pantone 628 C
The existing identity no longer aligned with NPA’s ambitions or the maturity of their role within the sport. The challenge was to create a refined, cohesive visual identity that projected authority and trust, while remaining modern and adaptable across both digital and print platforms. The organisation needed a logo, typeface, and colour scheme that felt professional and timeless, suitable for use across a wide range of contexts including social media, print collateral, apparel, and corporate communications.
Rubik
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9
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Rubik is a modern sans-serif typeface with a slightly rounded, geometric design that balances readability with a distinctive, contemporary aesthetic. Originally designed by Hubert and Fischer for Google’s Chrome Cube Lab, Rubik features a clean, friendly appearance with subtle curves that soften its structured letterforms. Its versatile weight range makes it suitable for both digital and print applications, ensuring clarity in headlines, body text, and branding materials. The typeface conveys a sense of approachability and innovation, making it an excellent choice for brands looking to project a modern yet welcoming identity.
The rebrand introduced a fresh logo, modernised typeface, and a new colour scheme designed to convey stability, trust, and professionalism. The updated identity features a bold yet balanced colour palette of deep blues, soft neutrals, and warm accent tones. This combination offers a modern yet traditional feel, helping to position NPA as a credible and established organisation. The Rubik typeface was chosen for its geometric yet approachable character, providing clarity and flexibility across digital and print applications. The new logo was designed to be versatile, with primary, secondary, and glyph versions ensuring consistency across every application—from stationery and apparel to social media and website assets.
The refreshed identity has given the NPA a more authoritative and professional presence, supporting its mission to represent players with integrity. The new look has improved consistency across channels, strengthened brand recognition, and reinforced the organisation’s position within the netball community. The refined visual system allows NPA to communicate more effectively with players, partners, and stakeholders, while maintaining a modern and approachable aesthetic.
The NPA brand refresh successfully shifted the organisation’s visual language from sporty and energetic to established and trustworthy. By introducing a traditional yet contemporary design system, the new identity reflects the organisation’s evolving role and creates a solid foundation for future growth and advocacy.
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