The Paris 2024 Olympic Games are just over a year away, and Britain's Team GB has just unveiled a sharp new look to get us in the mood. With bespoke typography and a striking combination of contrasting abstract patterns in new variations on iconic colours, it looks iconic but also refreshingly different.
In fact, the success of the identity is thanks to that apparent contradiction. It has the flexibility to be recognisable and traditional on one hand, but also bold and contemporary. (see our pick of the best sports logos of all time for more inspiration).
