Household creates new Penta+ brand and identity for Pentathlon GB

A new multi-sports platform for the next generation of athletes and sporting fans

The Brief

Pentathlon GB, Britain’s governing body for Modern Pentathlon, celebrated 100 years since its modern incarnation in 2023. Whilst this was cause for celebration, the organisation recognised it needed to better-reflect the diversity of twenty-first century audiences. 

The mission was to create a multi-sport platform that would drive recruitment and participation with members, athletes and future fans of all ages and abilities. 

The Insight

Pentathlon is a sport rich in history, with its roots tracing back to the ancient Olympic Games. However, GB’s modern organisation identified that its offering had fallen behind the times – prior to the rebrand, misconceptions had prevented people from participating. 

We wanted to help Pentathlon GB extend its relevance and reach and engage more diverse audiences whilst also winning more medals and ensuring long-term sustainability. These principles paved the way for Penta+ – a new brand and visual identity which would foster an active athlete community that empowered participation. 

Our Approach

Penta+ encapsulates the essence of all sports under the Pentathlon umbrella, ranging from running and swimming to shooting and fencing. This allows Pentathlon GB to embrace a flexible brand hierarchy whilst also representing the limitless potential of its new multi-sports platform. 

Our goal was to create an inclusive brand that spoke to, and supported, all groups. This wasn’t a typical rebrand; we needed to ensure that the refreshed assets reflected key messages around equality, positive change and a sense of community. 

The new brand expression – ‘Be More. Be Brave’ – reinforced Pentathlon GB’s personality and emphasises its fundamental characteristics: dynamism, bravery and fun. But the organisation’s new identity needed to extend beyond a two-dimension expression. 

We designed it to be a holistic brand world that encompassed athlete kit, merchandise and event staging and communication. The combination of active and assertive photography, a bold colour palette and new typeface enabled us to bring Penta+ to life. What’s more, it provided a foundation for future partnerships and activations across media and channels – such as OOH, online, print, device and desktop.


Trafford Wilson, CEO at Pentathlon GB, said that “working with Household has been a true delight. For us, Penta+ is a true embodiment of our commitment to the evolution of the sport, and our work with Household perfectly communicates that.”

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