Published By Cleartwo
30th August 2024
4:04 PMThe creative agency Household has taken on an intriguing project with Pentathlon GB, the national governing body for the Olympic sport of modern pentathlon. As Pentathlon GB seeks to modernise and attract new audiences while deepening connections with existing fans and athletes, they decided not to rebrand themselves but instead enlisted Household to design a new sub-brand called Penta+. This brand is specifically dedicated to recruiting new fans to the ancient sport, which dates back to the 18th Olympiad in 708 BC. The modern pentathlon, introduced at the Olympics in 1912, includes five disciplines: swimming, fencing, horse riding (show jumping), pistol shooting, and running (Laser Run).
Penta+ has been designed with the look and feel of a lifestyle brand, reflecting Household’s strategy to appeal to entry-level participants. Luke Weston, Household’s brand experience strategy director, explains, “We knew we had to compete to capture our target audiences’ attention and time, so we looked beyond the immediate sporting world to fitness, lifestyle, and wellbeing brands for inspiration, aiming to unlock relevance and reach.” The design drew on elements from brands like Gym Shark for diversity and representation, Nike for connectivity, and Strava for its supportive and celebratory community. However, it was also essential for Household to strike a balance, ensuring that the new branding would not alienate long-standing athletes who are deeply rooted in the sport.
The core asset developed by Household for the Penta+ sub-brand is the Penta plus symbol. While it might initially evoke the look of a streaming service logo, the symbol is designed to represent the limitless potential that pentathlon can unlock in new athletes, emphasising the inclusivity of the sport. This plus mark has been abstracted into a versatile pattern system that incorporates gradients, frames, and graphic pulses, adding a sense of “pace” and energy to all communication materials, as described by Paz Martinez Capuz, Household’s design director.
Paz further explains that typography was a key tool in signalling change, moving away from clichéd visual metaphors like italics that traditionally indicate movement or dynamism. The new Penta+ typeface is bold and capitalised, combining Archivo and Inter to create a striking and impactful visual identity.
Trafford Wilson, CEO of Pentathlon GB, remarks, “As we celebrate 100 years of Pentathlon in the UK, this rebrand of the sport signifies a pivotal moment in our journey and for Pentathlon. […] Pentathlon should be a sport for everyone, and it was incredibly important for us to create a brand that speaks to all groups, but most importantly supports all groups. For us, Penta+ is a true embodiment of our commitment to the evolution of the sport, and our work with Household perfectly communicates that.” The Penta+ brand aims to reflect the inclusivity and adaptability of the sport, marking a significant step in its evolution as it seeks to attract new participants and engage a broader audience.
