ASEAN BASKETBALL LEAGUE REBRAND

PROJECT OUTLINE:

The Asean Basketball League, started in 2009 and spanning over 8 countries, was seeking a dynamic brand redesign. The League developed a consistent and energetic fan base over its seasons and was hoping to develop a new image that better reflected the intensity, vision and offerings of the League. The ABL contacted PFM to develop an initial branding campaign in February of 2012.

INSPIRATIONS:

We began with vigor, first determining our inspirational brands and establishing a company brand culture. Various well known brands served as inspirations for the initial design.

INITIAL CONCEPT:

The initial concept was bold, unique and highly graphic. In addition, the clean lines and single color options gave us great freedom to create new and unique applications of the design.

ROUND TWO :

The first concept was received enthusiastically, and the ABL promptly requested a round of new designs. The new designs were reflective of the ASEAN culture, both in color and tone. Various designs were presented to the ABL, with the final chosen design as the brand on the bottom right above.

BRAND ENERGY :

As with the original design, this new design allowed us the opportunity to invent creative ways to display the logo.

CAMPAIGNS:

The new brand was implemented on various products, marketing pieces, advertisements, and stationery.

FINAL COMMENTS:

Below are excerpts from the ABL's Press Release, announcing the new brand:

“I’m very excited about the league’s new look,” said Tan Sri Tony Fernandes, co-founder of the ASEAN Basketball League, “It’s brighter and more exciting and does a great job expressing the passion  – from fans, players, coaches, management staff – that runs deep through the league.”

“This is a great next step for the league,” adds Mr. Erick Thohir, co-founder of the ASEAN Basketball League, “The new logo doesn’t just look great, it’s also versatile and translates very well across different mediums. I’m looking forward to seeing this in effect next season.”

“Although the ABL’s ball and net has successfully identified the league with the sport across the region, we felt that we now needed to update the league’s brand to reinforce the league’s ASEAN identity,” said Mr. Anthony Macri, Chief Executive Officer of the ASEAN Basketball League. “So we’ve integrated the full name of the league into the logo and made the letters ASEAN more prominent.”