Team GB Gears Up For 2024 Paris Olympics With A New Visual Identity
The Paris 2024 Summer Olympics are just around the corner, and the UK is gearing up for the Games with a new team profile.
The national athletic team worked on the new look with branding agency Thisaway, which won the opportunity to work on the project after a tender in 2021. The main goal was to develop a new brand identity that is fit for the modern digital age and demonstrates that sports, especially the Olympics, do not need to be an elitist activity.
Thisaway describes the new branding as an effort that “facilitates ordinary people to achieve extraordinary things.” Thus the new tagline: ‘Everyday Extraordinary.’
Video via Thisaway
The new profile contains an all-new typeface dreamed up by Lewis McGuffie called Team GB Sans. The striking typography melds, curves, bends, and straight edges reflecting different sports, equipment, and movements across the field. It also takes inspiration from classic British influence to deliver a font that “reflects movement, energy, and diversity.”
Video via Thisaway
Abstract patterns are also seen in print as a background to different athletes pictured in motion, such as mountains under K. Summerhayes as she skis over them or as part of a collage as Sky Brown takes her deck to the pipes.
These new changes come alive thanks to a new color scheme, which honors the Union Jack’s traditional red, white, and blue while mixing in other shades of grays, maroons, and pinks. The idea was to expand on the traditional hues and introduce new tones while keeping true to its roots. The new color scheme was also designed to match the winning gold, silver, and bronze medals.
Video via Thisaway
“This, married with the fresh and dynamic new identity, has given the organization a renewed energy and confidence. We now have a fantastic platform to help us achieve our commercial and sporting goals as we build towards Paris 2024,” said the Director of Communications and Marketing for Team GB, Scott Field.
Check out more visuals below.
[via Design Week and Creative Review, images via Thisaway]
