CGI Brandsense has refreshed the identity for the Central Council for Physical Recreation, in what is the organisation’s first brand overhaul since its formation in 1935.
The group won the brief after a four-way pitch in mid-May and its work encompasses naming, a strapline and visual guidelines.
According to CCPR chief executive Margaret Talbot the organisation’s previous logo, which was dominated by the ‘discobolus’ Olympian discus thrower, failed to communicate the organisations’ ‘energy and passion for sport’.
The organisation will now be known as CCPR and the group has replaced the discobolus with a ribbon flowing from the letter ‘R’ to give the effect of movement, says CGI Brandsense creative director Sue Purkiss Webb.
CCPR’s red, white and blue colour palette has been retained to maintain its connection with organisations such as Sport England, but a second, more vibrant, colour palette has been introduced.
CCPR is the umbrella organisation for sport in the UK and lobbies to raise the profile of sport and recreation across the country.