British Gymnastics logo
by Bear London


British Gymnastics logo by Bear London

Creative agency Bear London have created a new logo for sporting body British Gymnastics that's designed to capture the movement of somersaulting gymnasts.

Bear London collaborated with photographer Giles Revell and CGI artist Ben Koppel to create the new identity and moving graphics.

British Gymnastics logo by Bear London

Motion-capture technology was used to plot the movements of gymnasts as they performed flips, tumbles and somersaults.

British Gymnastics logo by Bear London

The data was then transformed into an animation of colourful ribbons that leap across the screen.

British Gymnastics logo by Bear London

Typographer Rob Clarke created the logo. The connecting t and i in both words is intended to look like a gymnast's finishing pose.

British Gymnastics logo by Bear London

The new brand identity was launched at the British Championships in Liverpool last weekend, where Olympic hopefuls were hoping to impress judges ahead of the Team GB selection.

British Gymnastics logo by Bear London

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Here's more about the project from Bear London and British Gymnastics:

“Celebrating human movement is imperative to British Gymnastics. We felt passionately that our new identity should convey movement and freedom of expression. BG should look fresh and dynamic. To achieve this, we collaborated with photographer Giles Revell and CGI artist Ben Koppel to create our own set of unique images. Each image is ‘motion captured’ from real gymnastic movements including twists, somersaults, flips and tumbles”. Eddy Edwards, Bear London

British Gymnastics – London legacy drives new brand

Arriving in time for the London 2012 Olympic Games and ensuring the sport of gymnastics is appropriately ‘dressed for the party’, British Gymnastics (BG) will launch its new brand at this weekend’s Men’s and Women’s Artistic British Championships, heralding a new era for gymnastics in the United Kingdom.

Following a revision of strategic priorities in early 2011, British Gymnastics has prepared a fresh and exciting new brand that takes its inspiration from the movement of the gymnast. Designed by London based creative design agency, Bear, the new brand includes a new logotype and supporting motion graphics.

The unique logo incorporates subtle hints of the beauty and precision of the sport supported by a series of original motion graphics that have been created from an actual gymnast’s movement.

British Gymnastics CEO Jane Allen is excited about the sport’s new look and its future potential, “A lot has been said about the legacy of the Olympic Games. British Gymnastics has been driving a marketing and communications strategy for over 18 months to ensure our membership is ready to take advantage of the promotion our sport will receive throughout the UK. BG’s new brand is a major component of that strategy and will reach out and excite existing members whilst inspiring a new generation of participants and fans.”

The new brand will be officially launched this weekend at the Echo Arena in Liverpool, where the nation’s artistic gymnastics Olympic hopefuls will be out to impress selectors ahead of the Olympic team announcement on July 4th.

  • The logo is distinct and commendable, but the logotype doesn't complement it at all. The colors don't even match!

  • Jakey76

    Brib'sh Gymnasb'cs?

    The ribbon graphics and animation seem quite well done.

  • Jan

    Even though I deeply respect Rob Clark and his work, the logotype is a complete miss here. It tries way too hard, doesn’t have anything to with the main logo concept, both on visual and conceptual level. It’s two separate things, both stealing attention one from each other, and the logo / animation is winning.

    Any decent plain font and simple straight vertical alignment of the words would do a better job than this. Also, the tagline done in sort of like but not really similar font as the rest and weirdly aligned + stuffed too close to the logotype is pure visual pain.

  • Dan Nanasi

    Logotype looks like a poor implementation of Diavlo.

  • gareth

    Typographically. It sucks ass. Looks like it should be selling a utility not representing a national sporting body. I can read the subtleties in the forms, the gymnast finishing a move in the letter 'i' – back arched, arms aloft. I assume this was planned. It's nice but it's just so massively wrong. It cripples readability. In the end it makes an 'i' look like a 'b'. FAIL 3/10 at least the colours are right though.

    As for the animated mark. Animated yes, memorable, no. Surely the single most important part of the work a logo//mark does is to act as shorthand for everything the 'thing' stands for. This is all very cool and animated and hip, kids, but it also looks like a million other animated elements that you find in TV and games and other sources. It's about as memorable as anything that looks like a lot of other similar stuff could be. It's design without true thought. It merely fills time rather than adds something truly memorable to the brand.

    And let's finish with the tag line. 'More than a sport', really? Is it more than a sport or is it a sport? Are all sports more than a sport, isn't boxing some sort of poetry speckled with spit and blood, rowing is mans fight against the river, the marathon is the eternal struggle of man against himself. blah. blah. blah. Sometimes it's better not to have one or one that actually stands out than some cast of 'one size fits all' tag line that would do as well for beach volleyball as it would for any other sport.

    I look at stuff like this and I think, how the hell did it get through. I'm not a fan.

  • JuiceMajor

    This look like a work of a software manipulation! Kinda like Instagram, everyone is a photographer!

  • annette

    Visual pain – really? Have you seen the crap that is usually out there? A lot of pompous, critical perhaps, jealous comments going on up there! My guess is they were restricted to using blue and red traditional British and sport colours (yuk) and they beautifully transitioned that into something colourful, fluid and lovely – reflective of the sport.

    As for the use of typography – well done! Innovative and different, well executed, well proportioned. I love it! A designer who isn’t afraid to compliment other people’s work!