ParalympicsGB has launched a comprehensive brand identity refresh to maintain year-round engagement as the organization builds toward the Los Angeles 2028 Paralympic Games. This updated visual system, developed alongside design agency LIVE·TEAM, focuses on improved digital accessibility and a unified team representation for both Summer and Winter Paralympic cycles.
Why ParalympicsGB Updated Its Brand Identity
The organization shifted its branding strategy to move beyond the traditional "Games-time" focus, aiming for continuous fan engagement throughout the full four-year Paralympic cycle. According to the official announcement, the update prioritizes consistency across digital platforms, live events, and athlete environments, including preparation camps and village life.
By refining the existing logo and adjusting the typeface, the team intends to improve legibility for all users. The introduction of an expanded color palette and flexible graphic elements allows the brand to remain recognizable across the diverse array of digital and physical channels required for modern sports communication.
How the New Design Supports Athletes and Fans
The project addresses a growing demand for accessibility in sports communication, aligning with UK regulatory frameworks and public expectations. Sarah Keeble, ParalympicsGB Brand and Marketing Manager, stated that the project was an "opportunity to build on the existing brand equity with a more accessible, distinctive and cohesive visual system."
Keeble emphasized the organization’s broader mission, noting, "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."
Strategic Continuity for Future Games
ParalympicsGB has maintained a long-standing partnership with LIVE·TEAM, which previously managed visual identity projects for the team at the Paris 2024 and Milano Cortina 2026 Games. This latest evolution serves as a foundation for the lead-up to Los Angeles 2028.
The strategy reflects a wider trend among UK sporting bodies to treat team identity as a constant presence rather than a temporary event-based asset. By standardizing these visual elements now, ParalympicsGB ensures that its communication remains coherent as it prepares for upcoming international competition cycles.
Key Developments
- Partnership: The visual identity was developed in collaboration with LIVE·TEAM.
- Primary Goal: To increase fan engagement and accessibility between Paralympic Games.
- Design Focus: A refined logo, updated typeface for legibility, and an expanded, flexible color palette.
- Timeline: The new system is active now as part of the preparations for the Los Angeles 2028 Paralympic Games.