The International Paralympic Committee (IPC) launched a bold new-look on Sunday 20 October.
The Agitos, the Paralympic symbol, has been redrawn and recoloured, while a new brand narrative – “Change Starts with Sport” – has been created to better communicate the transformational impact the Paralympic Movement has on society and drive the human rights agenda.
Through the new-look IPC brand and narrative, the Paralympic Movement’s global governing body aims to use sport as a catalyst to change attitudes and create more opportunities for persons with disabilities, in particular, through improved mobility and accessibility.
To strengthen the appearance of the Agitos and future-proof it for a digital-age, it has undergone its first overhaul since it was launched in 2004. The new colours match the vibrant uplifting spirit of the Paralympic Movement and come together with a new font and wider colour palette that breathe new life to the IPC brand.
Craig Spence, the IPC’s Chief Marketing and Communications Officer, said, “As part of our new brand strategy, we have refreshed our look and developed a clearer narrative that globally positions the IPC vision to make for a more inclusive world through Para sport. Going forward, we will make more of our challenger brand status and the authentic down-to-earth approach that has got us to where we are today. We will be bold in all our activities, disrupting the norm if needed to initiative change. Finally, we will make more of the uplifting stories the Paralympic Movement has to offer and, like our athletes, be relentless in everything that we do.”
“By adopting this ambitious strategy in the run-up to the Tokyo 2020 Paralympic Games and beyond, we hope to work closer with our members, broadcasters, commercial and strategic partners in order to make our world a better place for all.”
The IPC revealed the subtle changes to the Agitos in October ©IPC