A bold move by the British Association of Snowsport Instructors (BASI) includes the introduction of a brand new logo as part of a re-branding exercise to modernise and update its corporate identity. Founded in 1962 and formerly known as BAPSI, the association has traditionally used a snowflake emblem across all its literature, qualification badges, promotional merchandise and on trainer's uniforms. The new logo will begin to appear on literature as and when items are due to be updated or replaced.

Rider: Jonaven Morre  /  Photographer: Jeff Patterson  /  Location: Revelstoke, Canada

Commenting on the development of the new look logo, Chairman of BASI, Andrew Lockerbie said, "To co-incide with our re-structuring and re-location to a new office HQ, we identified that it was time to take a fresh look at our identity. We wanted a simple, effective logo that clearly identifies who we are and what we do. We also required branding that could be easily reproduced and applied to different backgrounds such as clothing, vehicles, banners and literature. Following much deliberation we have agreed on a fresh new image that clearly achieves this."

The new logo has been designed to reflect what the association represents with the clever use of a mountain image and two narrow "ski" tracks and one broad "snowboard" track in the snow.

BASI has over 5,000 members who are actively involved in delivering instruction to recreational ski and snowboard enthusiasts at snowsport centres and artificial ski slopes in the UK as well as at ski resorts in 24 countries world-wide.