GB Wheelchair Rugby has today launched its new brand identity, reflecting the remarkable journey the sport has been on since it was first introduced in Great Britain in 1981.
As one of the only full-contact disability sports and open to both men and women competing on the same team, wheelchair rugby has always been one of the biggest hits of the Paralympic Games. So, it was no surprise that over one million people tuned in to watch GB claim gold in Tokyo last summer, grabbing the headlines and making history by securing not just the first Paralympic medal for Great Britain, but the first for any European team and as a gold medal it truly cemented this historic moment.
This extraordinary success was an even bigger accomplishment following the team’s loss of performance funding after a fifth-place finish at Rio 2016, and against the backdrop of the global pandemic and the huge restrictions and challenges that came with it. Success has not just been at Paralympic level either; GBWR has enjoyed significant growth nationwide across its network of clubs, a key area of focus that will see continued support and development over the coming years.
It is from this new platform that GB Wheelchair Rugby looks ahead to a bright future with the countdown to Paris 2024 already well underway and this year’s competition schedule kicking off tomorrow with the European Championship in France. It is here that the players will be sporting the new brand for the first time, signifying a key step forward in the sport’s history.
Based on the concept ‘move with us, forward together’ the new brand explores the force within us all and wheelchair rugby as the means with which to find it. Modern graphics depict a player in action moving forward – ready to face the barriers, take the contact, and break through. Shapes are used as devices to add texture and depth and encompass imagery, with patterns and gradient overlaid to define movement and power, alongside the physical attributes of the wheel of the chair and ball. The colour palette celebrates national pride at every level, from community to Paralympic champions.
GBWR Chair Ed Warner said:
“Our success in Tokyo has deservedly brought more attention to this amazing sport and we are intent on using this increased awareness to further build our profile, introducing wheelchair rugby to more people, supporting the sport nationally at grassroots level, and building our communities. Our mission statement is to lead, promote, and grow vibrant and inclusive wheelchair rugby communities” and I believe our new brand identity positions us as a world class governing body that is on a mission to set the standard in participation, elite performance, and promotion in disability sport. This design concept, created through a collaborative approach in consultation with our players, coaches, and clubs, ensures wide ranging appeal which in itself demonstrates the unique qualities of the sport and the energy that comes from within us all.”
GBWR CEO Jason Brisbane added,
“We are hugely proud of the team’s success at Paralympic level; they have truly set a standard in disability sport and led the way to victory despite the significant barriers we have faced – perfectly demonstrating that no matter the challenge, the momentum is positive. We are very excited for the future of our sport, celebrating both our Paralympic and community champions. The time is right for a new brand to represent how far we have come and our players who are competing at the European Championship this week are proud to be the first to showcase this new identity. We are all excited for the future of wheelchair rugby.”
