Analysing Visual Trends in Malaysian Women's Athletics: A Content Analysis of Brand Identity for Women Sepak Takraw
DOI:
https://doi.org/10.24191/idealogy.v11i2.985Keywords:
Women's Athletics, Brand Identity, Sport Brand, Visual TrendsAbstract
Despite the increasing participation and achievements of female athletes, stereotypes and biases surrounding women in sports remain prevalent. As women’s sports continue to grow, visual branding plays an important role in shaping identity and promoting recognition. Therefore, this study aims to identify the visual trends used in the branding of Malaysian women athletes. Using a quantitative research framework, this study employed content analysis on sixty (60) samples collected from YouTube, Facebook, Instagram, and Google. The analysis focused on visual elements and brand identity components across attire, logos, posters, banners, and social media content. The occurrence of each element was recorded and presented as percentages. The findings revealed that Facebook was the most commonly used platform. Typography emerged as the dominant brand identity element, while pastel and cool colors were frequently used to convey professionalism and approachability. Geometric shapes were also found to be the most prevalent design element, reflecting a preference for modern and structured aesthetics. In conclusion, Malaysian women’s sports branding is characterized by typography, pastel and cool colors, and geometric shapes, creating a contemporary identity distinct from traditional men’s sports branding.
Keywords: women's athletics, brand identity, sport brand, visual trends
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