With the Winter Games around the corner, the British Paralympic Association needed a brand evolution that focused expressly on the immediate, mechanical issues associated with the visual identity. The branding had become inconsistent across their media and struggled in digital environments.
We started by reducing the complexity of the logo, which made it more responsive and scalable when used alongside the agitos and new partners. The refreshed mark is now less intrusive and representative of their strong, positive image.
To create more consistency between the ParalympicsGB and Team GB, we introduced a secondary palette that realigned the two teams, creating a stronger, more recognisable brand. We designed for accessibility from the outset, introducing new typefaces that enhance legibility, openness and contemporary style.
We created a library of assets and internal documents that outlined how to apply the new brandlines across digital and print applications, ensuring excellent consistency.