Classic Sportswear

‘Instantly Iconic’: headmark’s New Global Brand Identity for Classic Sportswear

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‘Instantly Iconic’: headmark’s New Global Brand Identity for Classic Sportswear

The Challenge

When it comes to high performance apparel, our client Classic Sportswear is a storied brand.

Classic has been dressing Australian athletes, students and fans since 1934. The brand is known for quality and has worked with some of the most prestigious names in Australian sport, including the NRL, AFL, NSWRL, QRL, Canterbury Bankstown Bulldogs, South Sydney Rabbitohs, St George Illawarra Dragons and Brisbane Lions.

headmark has become Classic’s trusted advertising and brand partner, working with them on overarching strategy, language and design.

Having recently honed a slick, updated visual identity for their Australian imprint, Classic asked us to help them realise their international ambitions and devise a new global brand strategy for the UK, France, US, Canada and New Zealand.

The Idea

All headmark visual branding projects start with a deep dive into strategy and identifying the core messages which need to be communicated in an instant.

Since the brand’s inception in 1934, Classic’s logo has featured a Kangaroo, automatically aligning it with an Australian icon.

We identified that as Classic expands globally, one of their core strengths is their ability to understand exactly what the market needs, adapt and then thrive – much like a native animal.

By incorporating the national animal emblem of each country into the new visual identities, Classic will embed itself quickly in the imaginations of the local sporting public – i.e, the British Lion, the Gallic Rooster, the American Bald Eagle, the New Zealand Kiwi and the Canadian Beaver.

These logos will stand confidently alone and also ‘play together’ with the other brands internationally, under the banner of the ‘Classic Global’ logo.

‘Instantly Iconic’: headmark’s New Global Brand Identity for Classic Sportswear

The Results

headmark’s Chief Commercial Officer Nigel Patient calls the new visual identities ‘instantly iconic’ – and Classic Sportswear agrees.

Managing Director Warren Carney remarked that the headmark creative team met the brief ‘far beyond’ expectations, “helping contemporise the brands and take them forward strategically.”

Classic Sportswear has already successfully rolled out the new Classic Kiwi logo and identity as part of their high-profile NRL All Stars Apparel Partnership.

They now have a strong global brand identity which will raise their profile, spark the imagination of local audiences, and give the team the confidence to conquer new markets.

‘Instantly Iconic’: headmark’s New Global Brand Identity for Classic Sportswear
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