Less than six months after securing Provisional Recognition from the International Olympic Committee (IOC), the international federation for men’s and women’s lacrosse is taking yet another significant step forward in its development with the introduction of a new name, logo and brand platform.
The announcement was made today by World Lacrosse President Sue Redfern and Chief Executive Officer Jim Scherr at SportAccord 2019, the largest annual gathering of leaders from across Olympic and international sport. It was particularly significant for the announcement to be made in Australia, a country with a proud tradition of success in international men’s and women’s lacrosse and a two-time host of the Olympic Games (Sydney 2000 and Melbourne 1956).
The new name, logo and brand platform will add further momentum to the already rapid growth lacrosse is enjoying worldwide, while generating increased awareness and support for the federation, its 62-member National Governing Bodies and its Continental Federations. Lacrosse is one of the fastest-growing sports in the world and membership in the international federation has more than tripled since 2000.
This is a tremendously important and exciting day for our organization and for lacrosse enthusiasts around the world who, through their participation and commitment, are lifting our game to unprecedented heights In particular, I’d like to thank our Board of Directors and membership for their vision and support in setting out this dynamic, new direction.
Sue Redfern stated about the direction of World Lacrosse. She continued:
Coming just months after being honored by the IOC with Provisional Recognition, the introduction of our new brand platform is yet another important milestone for our organization. In introducing our new World Lacrosse name, logo and brand elements, we have attempted to capture the many unique attributes that make lacrosse special — the rich heritage and traditions of our game; the excitement and energy of lacrosse; its growing, global appeal; and, the unique spirit of camaraderie shared by lacrosse enthusiasts the world over. As expressed in our brand messaging, for all of us who care about this great game, we are excited to Experience What’s Next.
World Lacrosse CEO Jim Scherr added:
The future for lacrosse has never been brighter, and our new name, logo and brand platform have been designed to capture the spirit of optimism and excitement that permeates our sport. Today’s announcement is just the beginning. In the coming weeks and months, we will continue sharing elements of our new brand platform, beginning with our brand style guide, in order to provide stakeholders across the sport with a powerful set of tools and resources to work together in sharing the wonderful stories and attributes of this game.
The name World Lacrosse captures the bold vision and ambition of the federation to continue expanding participation in lacrosse around the globe; to do so in a manner consistent with the Olympic ideals; and, to fulfill its responsibility as an active and engaged partner in the lacrosse and international sport communities. It also aligns with a direction taken by other leading federations in international sport, such as World Sailing and World Archery.
The World Lacrosse logo is emblematic of the rich heritage of the game, which is a gift from the Iroquois Nation and is revered for its healing qualities and power to unite people in a celebration of competition, camaraderie and excellence. The shape of the logo represents a handmade wooden lacrosse stick. The globe in the center, angled at the actual position of the earth at 23.5 degrees, represents the global appeal of lacrosse, but also hints at the uncharted territory and opportunity for continued growth. The colors depicted in the globe pay tribute to the importance of the Olympic Ideals and reflect the aspiration of World Lacrosse to one day secure inclusion for lacrosse in the Olympic Games — the pinnacle of athletic achievement.
In addition, World Lacrosse is announcing today that its new web site address is:
As a proud member of the Global Association of International Sports Federations (GAISF), World Lacrosse is delighted to join other international federations in utilizing the new .sport domain created by GAISF.
The brand development process was led by Adrenalin, an award-winning brand development and creative agency with clients in international, professional and intercollegiate sport — including lacrosse. Adrenalin was appointed in December 2018 following a review of proposals from a number of outstanding agencies. Within the federation, the process was directed by Chief Brand and Communications Officer Darryl Seibel, who began his role with the organization in mid- January.
Dan Price, Principal and President of Adrenalin, remarked:
The leadership of World Lacrosse came to us with a vision for their new identity system and worked with us to make it a reality I speak for our entire team, Rick Fillmon, Jessica McGurn and all those involved, when I say it was a true pleasure turning their vision into a world-class identity system that represents World Lacrosse as they elevate the sport of lacrosse around the world.
The brand development process included individual interviews with stakeholders from across the sport, along with a workshop in January with members of the federation’s Board of Directors and Athletes Advisory Commission.
In April, the membership of the federation (full members) voted in favor of a recommendation from the Board of Directors to adopt the proposed new name for the organization — World Lacrosse.
As part of the brand rollout, later this month, World Lacrosse member-National Governing Bodies will receive a comprehensive brand style guide, which provides guidance on how to implement the new family of logos and messaging that celebrates the unique values and attributes of the sport.
Finally, World Lacrosse is announcing today that it has established its new organizational headquarters in Colorado Springs, Colorado, USA — a city often referred to as Olympic City USA. Colorado Springs is home to more than 50 national and international sport organizations, including the United States Olympic Committee and the United States Anti-Doping Agency.
The World Lacrosse headquarters is located at:
1295 Kelly Johnson Blvd, Suite 260
Colorado Springs, Colorado, USA, 80920
+1 719 374 5546
For more information, please contact Darryl Seibel.