Team GB has revamped its brand identity with a fresh new look ahead of next summer’s Paris 2024 Olympic Games in a bid to engage a new generation of fans.
More than a decade on from its inception at the now-iconic London 2012 Olympic Games, Team GB has gone from strength to strength, becoming the nation’s most-loved sports team.
Now, with just over a year to go until the Paris event, Team GB has overhauled its visual identity and digital assets to appeal to a new generation of sports fans while still retaining the brand’s core values and brand identity.
Featuring bespoke typography and contrasting abstract patterns in an updated red, white and blue palette, the new look includes a range of abstract patterns which can be tailored for certain events or used as general graphic devices.
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New online brand platform Everyday Extraordinary will also tell athletes’ stories as it looks to further its core mission of uniting and inspiring the nation “through the power of Olympic sport”. The move signals Team GB’s increased investment in owned content, with a particular focus on YouTube and TikTok.
The brand-new digital series will sees three Team GB athletes – including three-time Olympic Champion Max Whitlock – go incognito to surprise unsuspecting members of the public with their extraordinary skills.
“We know how much fans love Team GB and we know they take pride in getting behind our athletes, so retaining the core values of the brand was incredibly important to us throughout this project,” said Team GB head of marketing Carly Hodgson.
“We wanted to increase our reach and relevance throughout the entire Olympic cycle with a brand that engages and inspires the nation year-round, not just at Games time, and we’re looking forward to bringing it to life along the road to Paris 2024 and beyond.”
Team GB worked with design agency Thisaway to develop the new brand look and feel to complement the renewed focus on storytelling, raising the brand’s profile with sponsors and commercial partners as well as the general public.
