Providing a brand platform
to amplify the voice of a
niche national governing
body and sport.

With its roots based firmly within the British Army,
British Biathlon is an agile organisation with the ambition
of making Britain a top 15 biathlon nation.

Keeping the beating heart
of biathlon in Britain alive, active,
and ready to thrive. 

Building on a rebrand an earlier iteration
of Grandslam produced back in 2015,  this development
seeks to provide a contemporary and flexible
grounding to the initial brand identity.

A  visual strategy to help
represent Britain, the biathlon,
and show the stunning landscapes
biathletes compete within.  

Our aim was for the identity to accurately
represent the sport, whilst also using the beauty
of the mountainous biathlon environments and the youthful
exuberance of the biathletes to create an idyllic outlook. 

Merging a symbol of Britain,
and a visualisation of the two
disciplines of biathlon, whilst also
staying true to the organisation's
roots in the army.

Our approach to the logo was to keep things simple,
using the primary initial of both 'Britain' and 'Biathlon' to encompass
a Union Flag, tweaked to hold symbols of the two
disciplines of biathlon – skis and targets.

A wide, long extended font
referencing the endurance of
cross-country skiing and a short,
condensed font reflecting
the precision of shooting. 

The typography provides a more contemporary feeling
to the identity, with Druk Super Heavy Wide and Condensed
used to offset the more militant aspects of the brand,
making the overall feeling fun, yet professional.

Combining the national palette
with a cold light blue means
in application, the brand feels
poignant and versatile.  

In this space, the British Biathlon identity
and brand is unique, ambitious, relevant and full
of hope and passion to create a world where
Britain is a top 15 biathlon nation.

I would highly recommend Grandslam.
We have only been working together for a short period,
however in that time the work they have done
has already made an impact. Grandslam understood the needs
of our organisation perfectly and through their passion,
commitment and hard work created a catalogue of great assets
for us to use to ensure our professional approach and ethos
is captured across all our platforms. Looking forward to continuing
to work together as we grow as a National Federation.

Elizabeth Winfield
British Biathlon, Secretary General

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