World Curling launches brand refresh

Perth, Scotland – The launch of the World Curling rebrand and new website arrives as one of the cornerstone components of the six “Big Ideas” defined by the World Curling Board in January 2023.
 
“The new identity is a modern and dynamic brand for our sport,” said World Curling President, Beau Welling. “We are excited to be showcasing our sport and brand to increasingly younger and more diverse audiences by reaching them through our engaging digital platforms.
 
“The brand identity refresh is about more than just a new logo. It’s an opportunity to redefine our vision for the sport and share our values to the wider world as we continue to develop as a modern and inclusive community.
 
“The brand was developed, in collaboration with our partners, WePlay, to be flexible and allow us to consolidate the number of projects managed by World Curling under one unified brand umbrella. This refresh is a fundamental first step in the exciting journey our organisation and sport is undertaking.”
 
The new World Curling logo is the embodiment of the core aspects of the sport, crafted with the two fundamental elements of curling. The outer circle draws inspiration from the rotation of a stone, while the internal element is designed to emulate the sweeping motion on ice.
 
Together the two elements work to create a sense of forward movement, alluding to the future of World Curling as we continue to foster the development, values and community of our unique sport.
 
The new brand identity launches alongside a modern website and will continue to roll out over the coming months, with the changes to the digital assets and social media channels being updated as a priority.