The new branding uses the lines of the front wall of a squash court to give a visual cue towards squash and features strong lines and colours as part of a full rebranding that will ensure instant recognition of WSF.

"We are a bold organisation and want to reflect that in how we look," WSF's President N Ramachandran said.

"In simple terms, WSF is a brand and we have to present this effectively to our stakeholders and all to whom we relate."

Andrew Shelley, chief executive at the WSF, added: "The flexibility of design and colour is important, so that we can give separate identities to all our schemes.

"We are heartened by positive reaction from those who have seen the designs so far and we hope that the entire world of squash will be similarly upbeat now that it is released."

The WSF is currently pursuing a bid to get the sport onto the Olympic programme for 2020.

As well as the introduction of the new branding, the federation recently announced that it is opening an office in the Maison Du Sport International in Lausanne to be close to the headquarters of the International Olympic Committee (IOC) and has appointed Mike Lee's company Vero Communications to help raise the profile of the bid.

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