We set ourselves a challenge to shift the identity of DHB from being a value oriented sportswear brand to a great sportswear company with community, enjoyment and innovation flowing through every aspect of the brand.

Following a period of extensive customer research, testing and a re-evaluation of the brand's vision, a new set of core values were devised to direct all future design and brand communications.

We took the name DHB, initially crafted as a fusion of the founders' names, re-interpreting it to ‘Don't Hold Back’, a guiding philosophy embodying the brand's attitude and ethos.

To harness and maintain the brand’s hard earned recognition, the DHB logo was evolved, placing clarity, functionality, and impact at the forefront of each design choice.