Selkirk Pickleball
Selkirk is a family owned and operated pickleball company that is dedicated to quality products and expanding the pickleball community. The visual identity is inspired by the fluid motions that occur during the game and intends to evoke playful simplicity that helps invite players of levels to pickleball.
SCOPE:Brand Identity
Visual Identity
Environmental
Motion
Previous Logo
New Logo
A playful icon and wordmark logo suite
The goal for the Selkirk logo was to create an icon that was playful, but expressed a sense of progress, speed, and unity. As a result the icon resembles an ‘S’, but progresses in an upward direction and mimics the motions of a pickleball during game play.
In addition, the rebrand aimed to be a more inclusive sports brand and needed a logo that could worn by anybody and not just avid sports players. So, a more fluid and abstract shape was the solution compared to sharp angles and straight lines often seen in sports branding.
A visual expression of game play
In hopes to incorporate fluid and playful motion through out the brand experience as well as maintain a balanced and comfortable sense of repetition, dynamic layouts were designed using sections of the logo to create a window for imagery. The curvy, organic sections of the logo are also used on branded collateral paying homage to to the waving, sweep-like motions that occur on the pickleball court.
Challenge & Strategy
Selkirk positions themselves as a pickleball brand that is making strides in expanding the community to make the game more accessible for all players. This rebrand intends to target individuals who do not identify themselves as “athletes” and show that pickleball is as much as a social activity as it is a sport. In addition, it is an easy to pick up game for anyone. The challenge was to develop something that helped bring pickleball to more communities, reach a broader audience, and position pickleball as an activity for everyone, not just sport players.
As a result, Selkirk sponsored pickleball courts would be developed and branded coasters would be sent out to local breweries. This helped bridge the association to social hangout to pickleball and provided free spaces to play the game.
