ParalympicsGB's Brand New Look

ParalympicsGB has launched a vibrant new brand identity with accessibility at the heart of the design as it seeks to deepen connections with the UK public in the build up to LA 2028 and beyond.

While the ParalympicsGB logo is instantly recognisable during Games time, its potential as a consistent, year -round brand identity had not yet been fully maximised.

The new logo’s vibrant and expressive colour palette moves beyond the traditional red, white and blue, delivering greater visual impact and increased flexibility. Dynamic, textural forms were developed to convey movement, energy and progress, creating a system that balances consistency with adaptability across a wide range of platforms and contexts.

The new identity will be implemented across digital and social channels, the ParalympicsGB website, campaigns and live events, as well as ParalympicsGB spaces in the athletes’ village and prep camps at future Summer and Winter Games.

“The project presented an exciting opportunity to build on the existing brand equity with a more accessible distinctive and cohesive visual system,” said Sarah Keeble, ParalympicsGB Brand and Marketing Manager.

“We wanted to refresh the look and feel to deepen connections with key audiences as we strive to break down barriers and challenge perceptions of disability while also celebrating our proud history as the home of Paralympic sport.”

To find out more visit https://paralympics.org.uk