TEAM GB

Making one of the UK’s favourite brands relevant everyday

Brand Architecture Brand Strategy Brand Identity Illustration Animation Typeface Copywriting Tone of voice Brand Rollout Brand Guidelines Brand Guardianship

TRUTH

In a survey of ‘what makes people proud to be British’, Team GB ranks second only to the NHS. But while sentiment was strong and engagement was high during each Summer or Winter Olympics, outside of games time relevance and engagement dropped off.

We needed to make the brand resonate deeper and for longer across existing and new audiences. To do this we embraced a compelling observation: that when it’s at its best, Team GB helps and facilitates ordinary people to achieve extraordinary things.

Our brand idea, ‘Everyday Extraordinary’, celebrates superhuman endeavours and the humanity that lies behind them. And in turn it unites and inspires our nation to find their own extraordinary.

DARE

A dynamic identity system was developed to flex across the full spectrum of everyday communications and stories to extraordinary games time assets, ranging from digital applications to real world environments.

The system was built from abstract graphic patterns that are inspired by qualities and attributes that make up a successful athlete. The patterns are used subtly at the more everyday end, across content that looks to give more authentic insights into the life of an athlete. At the extraordinary end of the spectrum, a set of full colour, event themed pattern illustrations help showcase the excitement and energy of games time.

Great Britain's traditional red, white and blue was pushed further to create a more contemporary and ownable palette, with gold, silver and bronze also being added to the mix to create a winning feeling.

A bespoke typeface was developed to feel more approachable in a world of shouty sport typography. Team GB Sans is a distinct, British inspired typeface that feels friendly but energetic, with dynamic alternates that bring the extraordinary feel when it's needed.

The identity was brought to life across everything from socials and websites to merchandise, fanzones and even the athletes' village. It provided an invigorating build up and backdrop to the 2024 Paris games and has continued to stand strong as we move into the next Olympic cycle.

From the very beginning of the project Thisaway challenged us to broaden the vision and purpose of our brand. Our new positioning not only enables us to continue to inspire our athletes and coaches but also engages the wider UK population throughout the Olympic cycle. This, married with the fresh and dynamic new identity, has given the organisation a renewed energy and confidence. We now have a fantastic platform to help us achieve our commercial and sporting goals.

Scott Field - Director of Communications and Marketing, Team GB

483M 483 million social impressions throughout the Paris Olympics

185% 185% increase in engaged web traffic vs Tokyo 2020