Squash Ireland are asking you to ‘Step in’ to squash, with a new name and identity for the sport across the island of Ireland.
Formerly, Irish Squash, the national governing body has updated its name and will now be known as ‘Squash Ireland’. This changeover is currently taking place across all digital platforms, including a new mobile-optimized website, and will be rolled out across tournaments, participation programmes, and national squads in the coming weeks and months.
To coincide with this name change, we are very proud to reveal our new brand identity and our ‘Step in to squash’ brand manifesto.
The brand has been developed with renowned sports creative specialists, Branding Sport, to capture a more modern, energetic, youthful side of the sport. A series of newly developed participation programmes and coaching guides will be unveiled over the coming weeks and months, bringing the Squash Ireland brand to life and encouraging more young people to enjoy squash in fun, new ways.
Our players and volunteers were active participants in the brand development process and the ideas and inspiration for the new brand came directly from our community.
Squash Ireland President, Rosie Barry, believes the new identity marks the start of a period of great opportunity for squash on the island of Ireland, “It’s a very exciting time for us as we are already looking forward to squash’s inclusion at the LA 2028 Olympic Games. On top of that, our new brand is an indication of our commitment to promote and grow the game even further, with a major focus on recruiting new, young players to the sport. As we ‘step in’ as an organisation to a new era of growth and ambition, we decided to put the sport of squash front and centre in our name, as we strive to deliver more for our vibrant squash community and appeal to new participants in this exciting sport.”
CEO of Squash Ireland, Scott Graham, says the new identity is a key part in the organisation’s strategic planning; “I was very keen to update the Squash Ireland identity to reflect the energy, the fun and the community at the centre of the sport. The process we worked on with Branding Sport has really delivered on that objective and will help us to grow the game on a number of fronts.”
Branding Sport MD, Patrick Murphy, gives some more insight into the brand design and development; “The players, staff and volunteers at Squash Ireland contributed some very rich insight when it came to developing the brand and we were keen to deliver on that input. ‘Sport in 3d’ was a key idea and something we tried to capture in the new logo – the squash ball travelling in front, behind and all around the player and the court. For the eagle-eyed out there, the dimensions of the lettering and the logo are very deliberate and intended to reflect the dimensions of a squash court itself, while the overall identity has been created to appeal to a youthful audience and to really come to life across social media and digital platforms.”
Step in. Always step in.
In to the forehand, the backhand.
In to your local squash club.
In to the club comp… and the club night out.
It’s a game that suits us.
Chaotic and full of energy.
Sweat and tears. And laughs.
Indoors. Makes sense.
You might not see them,
But they’re all around.
Great Irish squash clubs.
Great people, great fun.
Step in to Squash.
Scott Graham, Squash Ireland CEO.
[email protected]
