British Gymnastics unveiled its new logo at the weekend during the British Championships in Liverpool.
Designed by Bear, the logo is supported by a series of original motion graphics that have been created from a gymnast’s movement.
Eddy Edwards, MD at Bear, said: “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.”
Jane Allen, British Gymnastics CEO, added: “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.”