This August we came out with our updated branding and visual identity. After 5 years since our initial launch, it was time for us to more formally introduce our brand with an updated identity that reflects where we are today - a performance racquet sports apparel brand focused on design, creativity and the technical details, with no compromise.
Tennis is a game of obsession, one that we've been obsessed with for a long time. We're fascinated and obsessed with the smallest details - the tension of our string, the feel of the grip, the bounce of the ball. We wanted to capture that in what we speak to as a brand - our focus on the rituals, the precision and repetition that go into the experience of playing tennis.
Our new branding reflects this in a whole new look - a look that helps tell our story where we are today and where we're going. Sigrún is for all racquet sports players, whether you're a pro or just casually playing. In either case, you care about your sport, what you wear and are obsessed with the details.
The Sigrún valkyrie is a female warrior - victory rune in Norse mythology, a representation of a beautiful sport that relies on your preparation and strength, both mental and physical, to win your own battles on the court. As with our name, we carried on the valkyrie story and are building a larger brand world around it. Our new logo mark is a modern interpretation of the dagaz, a runic mark representing the moment of transformation that when put together, forms a pattern that looks like a tennis net. This moment of transformation, when you're fully in the zone and the game takes over, is what we're made for. Every detail perfected so that when you're in that moment, it's only you and the game.
Our new FW26 line carries the new branding and we will be adding new layers and designs as new collections come out. We still carry some of our original branding under the Heritage line while supplies last.
Let us know what you think - email or DM us on social. New branding and identity done with the team at Univers Circus.
