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A brand refresh for the British Paralympic Association and ParalympicsGB team.

Evolution, not revolution

Brand Refresh

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.


Graphic Elements

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.

The hows and when


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.

“The brand refresh undertaken by SOON_ has given us a clean and fresh look that still retains a link with the proud history of ParalympicsGB. We are delighted with the way it works across a range of applications and it has proven equally dynamic and impactful in both print and digital executions.”

Paul Cox - Head of Communications, British Paralympic Association

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