Team GB has taken on a brand-new look to help reach even more fans in the run up to the Paris 2024 Olympic Games.
With brand new fonts, colours and patterns now in use across Team GB’s social media channels, the road to Paris will feature even more exciting content for both new and seasoned fans alike to enjoy – all while retaining the core Team GB values and identity that the nation recognises and takes pride in supporting.
In the decade since the now-iconic London 2012 Olympic Games, the nation has come together to watch Team GB go from strength to strength, with the inspirational stories and countless successes of Team GB athletes helping to establish them as the nation’s most-loved sports team. Now, with Paris 2024 a little over a year away, a new generation of sports fans are soon to experience the magic of an Olympic Games taking place so close to home.
Team GB’s core mission is to unite and inspire the nation through the power of Olympic sport – a goal that extends beyond just Games time. So, at the heart of the refreshed Team GB brand is a renewed focus on telling the athletes’ stories year-round, helping to bring the public closer to the everyday people who go on to achieve extraordinary things on the world stage.
To kick it all off, Team GB have launched the first instalment of brand new digital series Undercover Extraordinary. The series sees three Team GB athletes go incognito to surprise unsuspecting members of the public with their extraordinary skills. The first episode features three-time Olympic Champion Max Whitlock and can be watched on the Team GB website now.
To complement these stories, a new design system based around a core set of fifteen patterns will form the basis of Team GB’s new visuals, with each of the patterns based on a different athletic attribute from speed and power to flexibility and precision. A brand-new bespoke font, Team GB Sans, also features, along with an updated colour palette that builds on the use of the traditional red, white and blue.
The new Team GB brand was developed in partnership with design agency Thisaway and began rolling out in April 2023.
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