British Gymnastics' new identity
London-based branding agency Bear has created a new identity for British Gymnastics that incorporates stunning swirling graphics, both still and motion, created by photographer Giles Revell in collaboration with 3D artist Ben Koppel...
"We had seen some imagery on Giles' site which we used as reference material for our vision of what we wanted to create," explains Eddy Edwards of Bear of the work. "He had collaborated with Ben Koppel - capturing movements of dancers and athletes and created stills from the motion capture which were stylised and turned into sculptures. We knew we wanted to work with Giles and Ben to create animations that captured the movement of real gymnasts - the appeal for us being that it is absolutely appropriate to the sport and to Britsih Gymnastics."
"I love collaboration and this seemed like an interesting fit - the idea of making form from movement," says Revell of the project. "When you're using technologoy to capture real movement and then abstracting and stylising that data, there's something more rewarding about that than building something out of nothing."
All of the swirling red and blue graphics represent actual gymnastic moves too - perhaps those more involved in the sport will know precisely which moves each image represents.
As well as the graphics, there is, of course a new logotype:
There is definitely something about seeing the word British in a mid blue that reminds me instantly of the British Gas logo, but the logotype does have a rhythm and precision about it that seems appropriate to the sport it is designed to embody. To craft it, Bear worked with typographer and logo specialist Rob Clarke (do click through to Clarke's site - the amount of household brand logos he's worked on is quite something). Note the ligature formed by the t and i in both words. The idea is that the i looks a little like a gymnast's routine-finishing pose.
The new identity will officially launch this weekend at the Echo Arena in Liverpool where the nation's artistic gymnastics Olympic hopefuls will hope to impress selectors ahead of the Olympic team selection and announcement on July 4.
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When I saw the logo, the first thing that popped into my head was National Express
Rob Clarke was a top choice for the type work. And I love the mix of colour when the blue swirls into the red. Very fresh on white.
The logo's amazing a really natural flow to it. Love the use of the swooshes across all the different branded material.
It's a real pity that the 't' and the 'i' look like an 'H'.
That 'ti' is one brave ligature!
When can we see a blog post about that poster in-situ visual?
I love the visual, packed with energy and movement. The execution of the animation however seems a little stiff, the movements are very definate and hard and don't seem to quite gel with the loose flowing style of the swirls
I think this is great branding. Dynamic and expressive. So much better than the current, dated 'logo' and translates excellently as a 'pattern' for clothes etc. An example to demonstrate how clarity of vision gets results so much better than design by committee (see London 2012 logotastrophe).
Wow what a wonderfully creative and fit for purpose brand identity. I agree with Geoff Harrison, Bearlondon.com has successfully created a brand with vision, longevity and clarity.
Lovely swirls and colours but....
'bribish' or 'brihish' ?
I can't believe that lady never changes her clothes! How do they catch her at the same moment each time?
The idea is quite nice, yes. But to me it's not original
but rather a rip-off of Memo Atken's "Forms" project.
Feels very generic to me at best, looks like a tactical piece of design not a serious brand identity, makes me think it was a genius bit of selling.
I really like the visual element. A lot.
The typography, well, not so much. I seems, umm, already dated. But, not in a cool way.
As commented above, the ligature taken alone has some legibility concerns, but in context it scans well and fits with the flow of the logotype.
And as a gymnast it's gratifying to see the flow of the tumble represented in the motion. There is great potential for the mo-cap work to expand to different pieces of apparatus, giving an ever-expanding range of brand elements.
This is a strong step forward from the previous brand, which frankly felt dated and awkward.
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