The new identity, which was developed by world-renowned company Saatchi & Saatchi Design, is aimed at attracting a younger audience to handball and is part of plans to raise the profile of a sport which is popular across the world.

 

The new identity will see the phasing-out of the previous blue roundel logo, which has been in existence since the BHA’s creation in 1968.

 

Paul Bray, the BHA communications director, said: “The new identity portrays speed, excitement and power, and is designed to appeal to a wide audience, but especially young people.

 

“We have been extremely fortunate to secure the services of one of the world’s leading design agencies, Saatchi & Saatchi Design.

 

"The project was made possible by Saatchi’s vision and its desire to challenge itself by creating an identity for an Olympic sport’s governing body in the run-up to the London 2012 Olympics."

 

The new logo - which was developed pro bono by Saatchi - comes at an exciting time for British Handball, with the performance programme making huge strides in the run-up to the London 2012 Games, while the BHA is undergoing a major programme to further modernise its governance structure.