Rebel Sports is an Australian sporting goods retailer that bills itself as the largest such retailer in the country. In November it introduced a new brand identity, created by Australian branding agency Hulsbosch.
The name Rebel now has such high brand awareness that the word "sport" could be dropped from the logo. The new logo is a simple lowercase wordmark with a flipped E to signify healthy competition between individuals or against oneself. Using simple typography, a yellow-black-white colour scheme and monochrome imagery, the visual identity has been applied to all branded assets both instore and on advertising.
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