Branding for British Skydiving

Jumping ahead with a refreshed brand identity and visual style.

Challenge: With declining member intake and the sport evolving into more diverse disciplines and techniques, the British Parachute Association (BPA) needed a significant brand overhaul. As the governing body, they required a bold new identity, under their new name, British Skydiving, to increase participation and reflect the modern landscape of the sport.

Solution: We embarked on a collaborative process, conducting client workshops and interviews to gain a deep understanding of the sport. By speaking with various stakeholders – including the governing body itself, instructors, experienced skydivers, first-timers, and their families – we gained valuable insight into their perceptions of the sport, the governing body, and essential communication needs.

This research informed the creation of a typographic logo that symbolises the speed and velocity inherent in skydiving, with letterforms subtly swooping to indicate a skydiver’s technique. The new brand effectively expresses British Skydiving’s contemporary identity as a future-focused organisation, designed to appeal to both new and existing participants. This strategic positioning now places them alongside other world-class sporting bodies.

Outcome: The new brand proved to be a trendsetter, receiving a hugely positive unveiling at the 2020 Skydiving Expo. Its success has since influenced other associated governing bodies, including the Australian Parachute Federation and the US Parachute Association, which have begun to rebrand, shifting their names from ‘Parachuting’ to ‘Skydiving’ to align with this forward-thinking approach.