The WNBA has unveiled a new logo as part of a brand “refresh” for the upcoming season, which aims to help build the next generation of fans.
The league partnered with Sylvain Labs, an innovation and brand design consultancy, last year to create its first new logo since 2013.
The previous logo had a player with a ponytail going for a layup while in the new version the player’s hair is in a bun, which represents the way many players wear their hair.
“We are excited about all of it,” WNBA chief operating officer Christy Hedgpeth told AP. “It starts with our purpose, which is to expand our audience and grow at a faster rate.
“We believe we’ll do that by becoming more and more culturally relevant over time. It led us to a new target consumer, new design target that’s much, much younger — the 16-to-34 millennials, who are very diverse, very socially conscious, engaged in issues of today.”
The new logo will not be in a box, as it was previously, but will stand alone. “She had a box around her,” Hedgpeth added. “The box is going away. It’s powerful, it’s freeing and it’s expansive.”
Due to a lack of production time, the new logo will not feature on uniforms or balls until next year but it will feature on social media and elsewhere.
Meanwhile, the WNBA this week announced a multi-year partnership with US telco AT&T.