Hastings Valley Viking’s Rugby Football Club

With the expansion of female team sport over the last decade it has become necessary to brand women’s teams appropriately without being patronising or lazy. It’s not always needed, but when the challenge is presented, it’s important to get it right. No longer is it acceptable to just repurpose a logo pink or to cram ladies into an existing club/team logo. For me, it only devalues a brand and feels like an after thought. Playing for ‘the badge’ can be a powerful thing, so it’s imperative to create a sense of pride and belonging.

Whilst rebranding the Hastings Valley Viking’s Rugby Club emblem, the female teams, the Helgas, wanted their own logo. Still wanting to be part of the ‘Vikings’ family, they requested a repurposing of the clubs old logo, believing this to be easier solution. After consultation, they, and the club, recognised that this was an opportunity for them to have their own empowering identity whilst still belonging to the club.

It wasn’t just about swapping the name Helgas in for Vikings, it was about creating their own empowering mascot; a figurehead for the team.