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Team GB rebranded ahead of Paris 2024 Olympics

As part of the British Olympic Association (BOA) hoping to grow the brand’s profile amongst fans of all ages and backgrounds, it turned to Bath-based branding and design agency Thisaway. The agency was not tasked with altering the Team GB logo, instead a revised colour palette and distinctive new typeface were introduced.

While only the NHS can boast being a more popular British brand than Team GB, according to a survey of ‘what makes people proud of Britain’, the BOA felt Team GB could have a stronger relationship with sponsors and commercial partners, as well as being better suited to the modern, digital-first landscape.

It sought the help of Thisaway to evolve the brand strategically and visually in order for Team GB to resonate deeper with athletes and audiences. The agency developed the brand positioning ‘Everyday Extraordinary’, highlighting Team GB’s ability to help ordinary people achieve extraordinary things.

Thisaway extended the classic red, white and blue colour palette to include a greater vibrancy and variety, allowing it to feel both contemporary and traditional. Elsewhere, Team GB Sans was created in association with typographer Lewis McGuffie. The distinctive and flexible typeface, which includes a classic British influence, aims to reflect movement, energy and diversity.

Graeme Cook, Thisaway founder and creative director, says, “Team GB is a household name that has a special place in the heart of the nation. However, while awareness of the brand is very good, few people know what they stand for or what they look like. We've created a positioning that helps the brand tell the amazing stories and personal journeys of both elite athletes and everyday people.

“The new identity is now more memorable, iconic, and has the flexibility to be dialled up and down throughout the four-year Olympic cycle. We delighted and proud to play a small part in helping the brand prepare for Paris 2024 and beyond.”