The new name and bold identity for the BWF World Tour was developed to work with HSBC as the new title sponsor and their new Corporate Identity launched at the start of 2018. To make BWF World Tour stand out in the sports space, teamup and BWF co-created a bold, colourful identity to match its dynamic vision. The aerodynamic nature of the BWF’s global championship logo was retained for continuity—but the energy, progression, and brightness are undeniably HSBC BWF World Tour. The World Tour shuttle symbolizes the sports unrelenting pace, while the colour spectrum represents diversity and the limitless range of possibility.