British Judo Association (BJA), the National Governing Body for Judo in Great Britain, has refreshed its corporate brand as part of a wider organisational strategy to bring the sport into the 21st century and better engage both existing and prospective members.

Over the past few months the BJA has listened to feedback from a diverse group of its key stakeholders including members, athletes, areas, and the wider public, which has helped shape the new identity.

Judo continues to grow as one of the most popular sports in the UK with many British athletes gaining prominence on the international stage encouraging more people to get involved. This has been highlighted in the belief shown by UK Sport with a significant increase in funding to deliver success at Tokyo 2020 and beyond.

The new contemporary logo captures the movement, energy and dynamism of Judo, which combines with the refreshed brand to create a more forward-thinking organisation that better caters for and reflects the next generation of Judokas.

This new identity comes hot on the heels of the news of the BJA’s relocation to Walsall, all of which is designed with the aim of streamlining BJA processes, creating a more relevant brand and ultimately serving membership better to aid an increase in participation, profile and elite level success.

Andrew Scoular, Chief Executive for British Judo, said: “We are delighted with the new vibrant brand that we have created for Judo in the UK as it better reflects the values and energy of the sport.

“The increased investment from the Rio cycle reflects the confidence UK Sport have in our strategy and our athletes to deliver medal-winning success in Tokyo.

“We will use this increased profile alongside our new brand to help us better engage with the next generation of judokas with future Olympic and Paralympic cycles and success in mind.”