Pentathlon GB undergoes inclusive rebrand ahead of LA 2028

Pentathlon GB, the governing body for the Olympic sport of Modern Pentathlon in Great Britain, felt it required a new identity as the organisation sets it sights on the upcoming World Championships and the Los Angeles 2028 Olympic Games. Pentathlon GB tasked global creative agency Household with crafting an updated brand that signals its progressive values.

The modern pentathlon is a niche Olympics multi-sport competition that consists of five events including running, fencing, swimming, laser-run and horse riding (horse riding is set to be replaced by obstacle course racing at the 2028 Olympics).

The new, progressive Pentathlon GB identity, which was unveiled at the Paris Olympics last month, was designed to act as a complementary masterbrand identity to Penta+, the organisation’s new multi-sports platform. Its purpose is to recruit and drive participation amongst all ages and abilities.

Matt Michaluk, executive creative director at Household, says “Pentathlon GB invited us to create their masterbrand identity for their Olympic team and the UK governing body, following our work on the Penta+ brand. It was an honour to redesign an ancient Olympic sport's brand, especially for a country represented in every Modern Pentathlon since 1912. We collaborated closely with Pentathlon GB to connect the two brands while highlighting the performance aspect, truly celebrating our multi-skilled athletes.”

The new identity is underpinned by the updated brand platform, ‘Be Brave. Be More’, which is inspired by the next generation’s diverse nature. This theme is represented in the identity through the ‘+’ symbol, speaking to Pentathlon GB’s ability to offer more potential, diversity, passion and achievement.

Another striking design element is the adoption of black-and-white photography which aims to capture the raw emotion and relentless dedication that define the journey of a pentathlete.

Trafford Wilson, CEO of Pentathlon GB, adds, “Following the launch of Penta+ in October 2023, Pentathlon GB is thrilled to launch its new identity. Pentathlon GB is on a mission to encourage more Generation Y athletes to be brave and to get involved in our exciting multi-sport event and programme opportunities.

“Our new identity and its connection with Penta+ sets a new direction for the sport as we look to build on the success of the Paris Olympics and deliver new national programmes and events that engage and inspire more young people to be involved in sport.”