Brand New brands sporting Gold Challenge

Brand New has created the identity for Gold Challenge, a new initiative set up by a consortium of Olympic and sports bodies to encourage members of the public into new sports and to raise money for charity.

Gold Challenge appointed the consultancy directly in September, tasking it with reviewing an early incarnation of the brand, according to development director Paul Cohen.

The scheme, which launches this week, looks to encourage ‘long-term sporting participation’ in recognised Olympic and Paralympic sports for charity.

Cohen says the design had to be ‘sympathetic’ to the Olympic marque and the brands of other bodies involved. These include Sport England, the British Olympic Association and Paralympics GB.

‘Achievement and personal reward’ are translated through the visual language of the gold medal and Olympic rings, says Cohen.

The brand will role out across on- and off-line touchpoints including the www.goldchallenge.org website and clothing. More than 100 charities and partners will receive guidelines for using the new brand, which includes allowing the marque to appear ‘in any single colour’, according to Cohen.

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