ParalympicsGB Unveils New Brand Identity Ahead of LA 2028

On June 8, 2026, ParalympicsGB launched a new brand identity designed to increase accessibility and year-round engagement with the UK public. Developed in partnership with LIVE·TEAM, the refresh introduces a refined logo and expanded color palette to build momentum leading into the Los Angeles 2028 Paralympic Games.

The organization shifted its visual strategy to move beyond the traditional focus on Games-time activations. While the ParalympicsGB logo is widely recognized during competition periods, officials noted its potential as a consistent, year-round identity had not been fully utilized until now.

Why did ParalympicsGB refresh its visual identity?

The update aims to deepen connections with the UK public and challenge existing perceptions of disability. By implementing a more cohesive visual system, the organization intends to break down barriers and celebrate its history as the home of Paralympic sport.

According to Sarah Keeble, ParalympicsGB Brand and Marketing Manager, the project provided an opportunity to build on existing brand equity with a system that is more distinctive and accessible.

“We wanted to refresh the look and feel to deepen connections with key audiences as we strive to break down barriers and challenge perceptions of disability while also celebrating our proud history as the home of the Paralympic sport.”

Sarah Keeble, ParalympicsGB Brand and Marketing Manager

What are the specific design changes in the new branding?

The project was led by Senior Designer Alex Antoniou of LIVE·TEAM. The design team focused on several key technical and aesthetic updates to modernize the brand’s appeal, particularly for younger audiences.

Key design elements include:

• Typography: A refined logo featuring a clean, accessible typeface to improve legibility.
• Color Palette: A shift away from the traditional red, white, and blue toward a vibrant and expressive palette for greater flexibility.
• Graphic Language: The introduction of dynamic, textural forms designed to convey energy, movement, and progress.

This new system balances consistency with adaptability, allowing the brand to function across various digital and physical contexts.

How will the new identity be implemented?

ParalympicsGB will roll out the identity across all digital and social channels, including the official website and various marketing campaigns. The branding is also slated for use at live events.

Beyond public-facing media, the visual system will be integrated into athlete-centric environments. This includes preparation camps and ParalympicsGB spaces within athlete villages at future Summer and Winter Games.

The partnership with LIVE·TEAM follows previous collaborations for the Paris 2024 and Milano Cortina 2026 Games. This latest iteration establishes a foundation for the cycle leading to Los Angeles 2028.

What is the broader context for this change?

The move reflects a wider trend among UK sports organizations to prioritize continuous fan engagement and digital communication strategies over intermittent, event-based marketing.

Additionally, the focus on accessibility standards aligns with current UK regulatory frameworks and growing public expectations regarding inclusive design. By centering accessibility in the brand’s core, ParalympicsGB aims to ensure its messaging is reachable for all audiences as it prepares for the next chapter of the brand.