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.
ParalympicsGB worked with LIVE·TEAM, the global branding and signage, custom fabrication, live event production and experiential operations company on the new brand identity. LIVE·TEAM, led by Senior Designer Alex Antoniou, refined the logo with a clean and accessible typeface and introduced a bold graphic language designed to resonate with a younger audience.
A 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, establishing a cohesive and enduring foundation for the next chapter of the brand.
Sarah Keeble, ParalympicsGB Brand and Marketing Manager said: The project presented an exciting opportunity to build on the existing brand equity with a more, accessible distinctive and cohesive visual system.
“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.”
Following a successful partnership delivering team visual identities for Paris 2024 and Milano Cortina 2026, LIVE·TEAM, was uniquely positioned to lead the development of ParalympicsGB’s future facing brand identity. This important brief focused on creating a system that supports the organisation as it looks ahead to LA 2028 and beyond, working seamlessly both during and outside of Games time while staying true to the brand’s core values.
On the evolution of the brand identity, Antoniou said, “We’re proud to work with ParalympicsGB to evolve its iconic brand and unlock its potential beyond the Games. Drawing on our experience delivering branding and signage across multiple Paralympic Games, this was an opportunity for LIVE·TEAM to apply deep expertise from sport’s most prestigious events. We’re thrilled with the outcome and look forward to seeing it come to life on the world stage.”
