Branding by Neon - Sports branding - UK Sport Performance Pathway Team rebrand - graphic athlete silhouettes designed by Dana Robertson


Neon give UK Sport’s Pathway Performance Team an edge.

Long-time Neon client UK Sport is the government body responsible for strategic investment in our most talented athletes. Within UK Sport, the Performance Pathways Team (PPT) is the specialist unit responsible for developing programmes that enable carefully selected athletes to achieve their Olympic and Paralympic medal-winning potential.

Our job was to create an identity and visual style for all the PPT’s communications, to establish it as a distinctive “sub-brand” within the wider UK Sport offering; putting it on a podium of its own, you might say. Above all, what they needed from us was a new look that would better convey both the dynamism of a team dedicated to optimum performance, and the bleeding edge expertise that the PPT brings to its collaboration with individual sports.

Inspirational imagery (without naming names)

As you can see, our solution features powerful ‘edged’ brand mark using gold to signifying their ‘Gold Standard’ offering. The edged effect was used to style full bleed imagery to dramatic effect within digital and printed materials. Another key component was a library of GB athlete silhouettes to represent a wide spectrum of sports, using a beautiful rippling union jack flag to create form and give a sense of dynamic movement – as well as to create iconic and heroic ‘ultra’ athletes; a highly effective way of capturing inspirational performance without linking it to specific individuals within team GB.

To read and see more about this project click here. This exciting commission follows on from the success of the work for UK Sport with Lizzy Yarnold.

If you’d like to know more about this project, or if you have a project/pitch/roster review you’d like to discuss with us, we’d be absolutely delighted to hear from you.

Please call Dana Robertson on the number below, drop him an email or connect via LinkedIn.

+44 (0)20 3289 1733