This is the brand identity that I created for the British Gymnastics under 11s recreational division. The division consists of three levels, that get increasingly more complex, and the design was required to reflect this. I achieved this by using unique graphical shapes, typefaces, and gradient treatments for each level, that get increasingly more complex, providing differentiation whilst still maintaining an overarching visual language. The playful shapes, colours and textures provide a sense of fun, as well as reflecting the dynamic nature of the sport.
These are examples of how the 3 levels work together as a set and the design rationale behind each level is as follows:
Discover: The circle is the start of the journey. The edges are unrefined but there’s also a sense of unending possibility.
Explore: The shape is becoming more defined. Edges and corners of the triangle signify the journey gaining direction.
Excel: The shape has become a star. The many points represent the triumphs of the journey.