The Upcoming IOHA Rebranding

As mentioned yesterday, the association's image is going to be changed next year.

The rebranding is in its final stage, and it is estimated that IOHA will be transformed into OHI by the beginning of the 2024.

It has been mentioned that it is still a '"work in progress", but how does the new logo look, and what does the 15-year marketing plan consist of?

The association rebranding strategy was presented by the new board member, Daniela O’Sullivan, during the Annual General Meeting on November 12th.

The rebranding of the association seems to have started last year when the agency Image Now, conducted a brand audit and strategic review.

Based on the agency's analysis, the current IOHA logo "feels outdated and disconnected," dating back to the '70s, so the rebranding was suggested to engage communities, modernize the brand, and target new audiences. Additionally, "the name IOHA is often misinterpreted, and a new name or rebranding can help clarify its association with Olympic handball.

The colour scheme feels dull and should be updated for digital platforms; the identity lacks inclusivity, especially for wheelchair handball representation; the typefaces/fonts do not align with the pictogram, and there is a lack of consistency in colour options found online.

Overall, the identity needs improvement to better represent the organization, clubs, and countries it serves.

It was carried out surveys with the Players and Coaches, Sporting Organizations & Board Members (*circa 60 responses).

What we discussed:

- organization and brand reputation/perceptions

- brand engagement

- awareness of handball in Ireland

- the infrastructure of Handball in Ireland

- opportunities for positive change and Attributes of Olympic Handball as a Sport." (Source: IOHA AGM 2023 - presentation)

Source - IOHA AGM 2023

Regarding the rebranding logo, what are your feelings and impressions?

The strategic Marketing Plan for the next 15 years:

- Years 1-5 will focus on increasing awareness and participation at the grassroots level where the brand and the collateral will be refreshed, an alignment with Sport Ireland, PEAI & LSP local strategies will be met, to connect with grassroots organizations, will create the positioning and marketing.

- Years 5-10 of this strategy have the ambition to improve facilities, equipment, and engagement. This involves increasing membership and local club setup, enhancing presence in schools and clubs, creating strong leagues, and fostering robust relationships and communication.

- Years 10-15, the ambitious goals include achieving success in the Olympic and international teams. It is estimated that investments and funding will increase, leading to nationwide participation and awareness. Additionally, there is a plan for the growth of the academy and talent pool, along with establishing connections at the international level and participating in leagues.

How does the strategy sound?

Did the new logo eliminate the feeling of being outdated and disconnected, would foster community engagement, conveying inclusivity, especially in representing wheelchair handball?

Does OHI effectively communicate the association with Olympic handball better than IOHA?

The 15-year marketing plan encompasses undisclosed aspects and unmentioned strategies.

In short, how can a new logo enhance facilities and equipment, foster local clubs, increase investments and funding and achieve success in Olympic and international teams? Shouldn't all these aspects require separate strategic plans?

It's important to remember that constructive criticism can be valuable for any organization's growth and improvement. While it's true that the association is working hard in some aspects, it's also essential to address any concerns or areas that need attention.

Our objective is to bring attention to the reality of the situation, fostering transparency and encouraging collaborative efforts towards positive changes.