What

Brand strategy
Visual identity
Brand guidelines

How

Brand idea - The perfect wave
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Previously called British Surfing, GB Surfing is dedicated to developing exceptional British surfing talent. Its role is to select and manage all competing GB surfing teams in preparation for Olympic qualifying events and the Olympic Games.

We collaborated with GB Surfing to create a new brand identity aligned with its ambition to make Great Britain a great power in international surfing.

The popularity of surfing is booming – 50 million people surf worldwide, and over 1.1 million surf in the UK. We worked closely with the GB Surfing team and athletes to create a logo that would resonate with the surfing community while standing strong in the Olympic world. The new look had to lend longevity while feeling fresh and exciting ahead of the announcement of the first squad of potential Olympic competitors in LA 2028 and Brisbane 2032.

The brief set the challenge of keeping the blue, red, and white of Great Britain, while delivering a sense of waves and beach shacks alongside a highly skilled, adrenaline-fuelled professional sport.

After in-depth research into industry, culture and governing bodies, we developed multiple initial concepts looking at symbols and wordmarks, exploring a range of ideas, typefaces, forms and styles, before refining a design that was tested among the athletes.

FORM Brands Studio Co-founder Alex said: “We surf ourselves so loved the idea of getting the perfect wave carved into the logo. We looked at the shapes of breaks, cutbacks and tunnels of waves to find inspiration - every line, curl and curve was carefully considered to create the final design. The result is a fresh new logo, beautifully crafted with letters that embody the form of a wave.”