01 – CLIENT + BRIEF
The British Olympic Association (BOA) are responsible for delivering the British Olympic athletes; Team GB to the Olympic Games. As well as sports engagement, science and logistics, the BOA are also responsible for all media, brand and commercial activity.
Whilst working internally as creative lead, I was briefed to re-design, illustrate and brand the Team GB mascot for the London 2012 Olympic Games; Pride the Lion.
02 – PRIDE
The original Pride mascot was designed for the 2008 Beijing Olympic Games and had somewhat dated since the Games. The challenge was to create a mascot that could live on for several Olympic Games and rally support for the British Olympic athletes.
The brief featured early suggestions of a white lion with a red and blue mane, with an energetic and playful nature that appealed to a youth market.
The process included countless hand drawn concepts and iterations before digitised. Pride eventually launched in summer 2011 and was featured across national press and television to a positive reception.
03 – BRAND
A logo identity was created accompany and promote the Pride mascot. This mark acts as a Team GB sub-brand. It utilises the Team GB colour palette alongside design principles taken from the mascot illustration and is available in red, white and blue.
04 – TYPOGRAPHY
Pride Type is a bespoke typeface and font created for all Pride related communications. It features both cases and standard glyphs across a standardised weight.
05 – STANDARDS
To ensure the Pride mascot illustrations and marks are used correctly and with continuity, a style guide was created detailing the assets and usage. This was supplied to all merchandisers and suppliers.
06 – SPORTS
An illustration of Pride was created for all 28 Olympic sports. Each pose was hand crafted before being digitally illustrated. The poses were then approved by the national governing body of each sport to ensure that the sport was practised correctly.
07 – MERCHANDISE
Working with official Olympic sponsors, partners and suppliers, Pride was featured across thousands of products and Team GB merchandise created for the London 2012 Games. This includes soft toys, clothing, pin badges, books, games, towels, flags, mugs, key-rings, pens, paperweights, glass figures and even cakes to name a few.
08 – INTERNAL COMMUNICATIONS
Pride featured across a number of internal campaigns and communications throughout the Olympic games. Above is a selection of posters which detailed health tips for competing athletes. These were positioned throughout the Olympic village and British Olympic venues.
09 – EVENTS
Working with Rainbow Mascots, a costume was created of Pride and used at all commercial events leading up to and throughout the London 2012 Olympic Games. Pride was photographed alongside a vast number of Olympic athletes, celebrities and even royalty.
10 – ANIMATIONS
A series of stop-frame animations were created to promote Pride. These animations were created in-house using traditional stop-frame methods and techniques. The soft toy featured still sits on my desk today.
11 – LEGACY
Pride the Lion continues to be used today as the official mascot for Team GB at the Olympic Games. Meeting the expectations set in the initial brief. The 2016 Rio Olympic Games saw several new commissions of Pride including Carnival Pride shown above. Creating Pride was such a rewarding experience and a project which I will cherish.