Pentathlon GB Sets Its Sights on LA 2028 with New Visual Identity

Pentathlon GB, the UK’s national governing body for the Olympic sport of Modern Pentathlon in Great Britain, has unveiled its new brand identity. Created by brand and experience design agency Household, the progressive redesign recently debuted at the Paris Olympics and will continue to be rolled out as Pentathlon GB firmly sets its sights on the future of the sport with the upcoming World Championships and the Los Angeles 2028 Olympic Games.

It also serves as a complementary masterbrand identity to Penta+ which Household created last October for Pentathlon GB and acts as their new multi-sports platform created to recruit and drive participation with all ages and abilities, from school age to retirement.

Pentathlon GB is an organisation with its roots in the ancient Olympic Games, rich in legacy. It has an ambitious strategy to extend its relevance and reach by capturing the next generation of hybrid athletes looking to achieve more in sport, and in life.

The organisation aims to bring these athletes, coaches, and the nation together which is encapsulated by the new identity and brand platform, ‘Be Brave. Be More’. The notion of ‘More’ is inspired by the insight that the next generation of athletes is diverse, their needs are nuanced and their identities and lives are multi-dimensional. Yet, much of the sporting world is prescriptive and one-dimensional, dominated by conceptions of outright performance and siloed success. Household repositioned Pentathlon GB as the antidote to this - a diverse sport for a new generation of diverse athletes. 

At the heart of the new identity is the relentless pursuit of excellence, brought to life by the ‘+’ symbol that connects Pentathlon GB to the Penta+ brand and represents the brand’s ethos to offer more potential, more diversity, more passion and more achievement. A standout feature that takes the new Pentathlon GB visual identity one step further is the introduction of a new contemporary 3D materiality ‘+’’ symbol, expressed through renders and animation. The metallic texture references the medals and trophies of elite athleticism, embodying the journey to the pinnacle of Olympic success.

Uniting the two entities is a dynamic suite of assets heroed by a singular ‘flexing’ aesthetic which reflects the shift in emphasis from participation for the Penta+ brand, to performance in the case of Pentathlon GB.

The visual storytelling is further enhanced by rich black-and-white photography. Unlike the full-colour vibrancy of Penta+, these striking images showcase the moments of focus, teamwork, dedication,  grit, precision, and triumph, capturing the raw emotion and relentless dedication that define the journey of a Pentathlete. This monochromatic approach brings the impactful visual narrative to life, showcasing the essence of hard work, the rewards of success, the emotion and the journey of being within Pentathlon GB.

Trafford Wilson, CEO of Pentathlon GB said, “Following the launch of Penta+ in October 2023, Pentathlon GB is thrilled to launch its new identity. Pentathlon GB is on a mission to encourage more Generation Y athletes to be brave and to get involved in our exciting multi-sport event and programme opportunities. Our new identity and its connection with Penta+ sets a new direction for the sport as we look to build on the success of the Paris Olympics and deliver new national programmes and events that engage and inspire more young people to be involved in sport."

“Our sincere thanks to Household for their support in bringing our new Pentathlon GB brand to life and their earlier efforts to execute the launch of Penta+.”

Matt Michaluk, executive creative director Household said, “Pentathlon GB invited us to create their master brand identity for their Olympic team and the UK governing body, following our work on the Penta+ brand. It was an honour to redesign an ancient Olympic sport's brand, especially for a country represented in every Modern Pentathlon since 1912. We collaborated closely with Pentathlon GB to connect the two brands while highlighting the performance aspect, truly celebrating our multi-skilled athletes.”