Pentathlon GB
Transforming an ancient sport into an inclusive, future-proof brand
Pentathlon GB is an organisation rooted in the ancient Olympic Games and is rich in legacy. It has an ambitious strategy to extend its relevance and reach by capturing the next generation of hybrid athletes looking to achieve more in sports and life. The organisation aims to unite these athletes, coaches, and the nation, encapsulated by the new identity and brand platform, 'Be Brave. Be More'. The notion of 'More' is inspired by the insight that the next generation of athletes is diverse, their needs are nuanced, and their identities and lives are multi-dimensional. Yet, much of the sporting world is prescriptive and one-dimensional, dominated by conceptions of outright performance and siloed success. Household repositioned Pentathlon GB as the antidote to this - a diverse sport for a new generation of diverse athletes.
Driving the logo towards progression
The redesign of Pentathlon's logo was a strategic move away from pictograms towards a bold, future-facing wordmark led by the '+' symbol. This transformation positions the '+' as a symbol of excellence, diversity, and achievement, connecting Pentathlon GB with the Penta+ multi-sport platform. The incorporation of a striking gradient colour palette, representing the Team GB colours, symbolises the team's energy and unity, aligning with the ambition of a new generation of athletes. This shift reflects their evolving needs, capturing their multi-dimensional lives while offering a progressive identity.
Introducing 3D materiality into Pentathlon GB's new identity was a clear statement of the brand's premium nature and elite status. By crafting the '+' symbol with a three-dimensional design, we infused the identity with a sense of sophistication and uniqueness. This innovative approach brings depth and texture to the identity, enhancing its distinctiveness and reflecting the brand's unwavering commitment to excellence. The 3D and materiality make the brand stand out in the competitive landscape.
A new dimension of elite excellence
Capturing the pentathletes' gritty determination and emotional journey
To complement Pentathlon GB's refreshed identity, we took a different approach to photography that captures the raw intensity and dedication of the sport. Moving away from vibrant, full-colour imagery, we embraced a rich grained black-and-white palette to highlight focus, teamwork, and triumph. This powerful visual style captures the pentathletes' gritty determination and emotional journey, creating a compelling narrative that aligns with the brand's new direction.
Creating an iconic brand asset
In our redesign for Pentathlon GB, we re-introduced the powerful new icon that is a cornerstone of our brand identity. This '+' symbol was meticulously crafted to complement and unify the Penta+ brand, creating a seamless connection between Pentathlon GB and its multi-sport platform. The '+' icon embodies the essence of growth, inclusivity, and excellence, reflecting the sport's dynamic nature and the broader vision of engaging diverse athletes. This inclusivity is at the heart of our brand, making every athlete feel welcomed and valued.
We employed distinct yet complementary colour gradients to visually link Pentathlon GB and Penta+. We utilised the bold and prestigious TEAM GB colour palette for Pentathlon GB, featuring rich reds, deep blues, and clean whites. In contrast, Penta+ is represented through vibrant, multi-sport gradients that convey energy and diversity. This gradient transition not only highlights the unique identities of each brand but also underscores their unified purpose.