The British company Onboard Sportswear, a manufacturer of sports apparel, has unveiled a new identity created by the Cardiff-based agency Toward. The update became part of an expansion strategy. The brand is moving beyond pool and preparing to develop in snooker and darts. The new style combines symbolism, a visual system, and a marketing approach, reflecting the company’s growth and its ambition for an international presence.
The goal of the project was to rethink the brand’s history, create a cohesive visual identity, and strengthen its connection with the community of athletes, partners, and clients. Onboard aims to confirm its status as an expert in custom sportswear and expand its audience through a contemporary style.
The old logo featured the letter “S” inside the letter “O,” placed within a square with rounded corners. The composition looked overloaded and impersonal. The neon color scheme, bulky ® mark, and outdated typography resembled an energy drink ad from the early 2000s, creating a sense of randomness and visual clutter.
Toward redesigning the system. The new identity is based on the idea of a “spark,” the moment when the game’s energy is born. It represents the cue striking the ball, the athlete’s inspiration, and emotional teamwork. The logo is a geometric octagon that resembles the letter “O” and symbolizes a directed impulse. The angular lines convey power and speed while maintaining visual balance.
The typeface has become restrained and technological. The geometric grotesque supports the atmosphere of modern sports. The only bright detail is the diagonal bar of the letter “A,” which echoes the logo’s shape and reinforces the idea of the “spark.” The composition looks unified, free of visual noise and clichés.
The new design system is versatile. It works across different sports, maintaining a clear rhythm and recognizable structure. The update highlights Onboard’s growth and the company’s drive toward an international level, emphasizing energy, professionalism, and openness to new arenas.
