The Challenge
The GAA needed to establish a brand identity for the association, in order to meet the changing needs of modern Ireland and also to confidently exist in the competitive arena in which it operates. Above all, the identity had to remain relevant for future generations, whilst also communicating the depth of heritage of the association and the national games.
The importance of heritage, history, community and relevance was always at the forefront of considerations as the brand took shape. The GAA name has been uniquely rendered for the Association and has drawn cultural resonance from Ireland’s calligraphic past. This rendering is now the primary brandmark for the Association.
Strategically the creation of an iconic logo gave the brand a highly effective platform from which to create a multitude of sub-brands, activities and championships.
This approach facilitated a number of complex sponsorship relationships, always insuring that the GAA brand had visual equality with larger, often international sponsoring brands.
