British Judo Association Unveils New Brand Identity

British Judo Association (BJA) has unveiled its new logo as part of a wider organisational strategy to better engage both existing and prospective members.

The move comes after BJA’s relocation to Walsall, all of which is designed with the aim of streamlining BJA processes to create 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.”