Team GB has unveiled a maximalist rebrand ahead of the Paris Olympics, aimed at stoking year-round enthusiasm and engagement for the Olympic team as a brand outside of the summer and winter games. Let’s delve into the details of this maximalist rebrand and discover how it keeps the fire burning year-round.
Preserving Brand Heritage while Embracing a Maximalist Identity
The new identity features a set of decorative patterns inspired by qualities that make a successful athlete. These patterns are intentionally abstract to avoid association with any one particular sport. The existing red, white, and blue palette has been extended to include vibrant pinks and purples to tie in with the expressive patterns now embedded across the brand.
The new look, created by Thisaway and typographer Lewis McGuffie, is intended to engage younger fans and set the brand up for a digital-first future. Thisaway’s mission was to deepen engagement with Team GB’s existing brand heritage. As a result, the logo marque remains unchanged. However, the rebrand introduces a new identity centered around decorative patterns.
Team GB Sans Typeface and Shifting Positioning
McGuffie created a new typeface, Team GB Sans, featuring stylistic alternates that reflect movement, energy, and diversity. Alongside the visual changes, there has been a shift in positioning from “Believe in Extraordinary” to “Everyday Extraordinary.” Team GB aims to highlight the incredible stories and personal journeys of not only elite athletes but also everyday people who contribute to the team, including passionate fans.
According to Graeme Cook, Thisaway’s founder and creative director, ” Team GB is a household name, but few people truly know what the brand stands for or what it looks like. The rebrand addresses this by creating a more memorable and iconic identity that flexibly adapts throughout the four-year Olympic cycle. This allows Team GB to share the amazing stories of its athletes and everyday people effectively. The new brand positioning aligns with the brand’s preparation for Paris 2024 and beyond.”
Final Thoughts
Team GB’s maximalist rebrand by Thisaway and typographer Lewis McGuffie marks an exciting transformation ahead of the Paris Olympics. By embracing a new identity centered around decorative patterns, a vibrant color palette, and the Team GB Sans typeface, the brand aims to sustain year-round enthusiasm and engage a wider audience. The shift in positioning emphasizes the importance of both elite athletes and everyday individuals who contribute to Team GB’s success. As the journey towards Paris 2024 continues, Team GB’s iconic and flexible new identity is ready to inspire and captivate audiences.
