Arriving in time for the London 2012 Olympic Games and ensuring the sport of gymnastics is appropriately ‘dressed for the party’, British Gymnastics (BG) will launch it’s new brand at this weekend’s Men’s and Women’s Artistic British Championships, heralding a new era for gymnastics in the United Kingdom.

Following a revision of strategic priorities in early 2011, British Gymnastics has prepared a fresh and exciting new brand that takes its inspiration from the movement of the gymnast. Designed by London based creative design agency, Bear, the new brand includes a new logotype and supporting motion graphics.

The unique logo incorporates subtle hints of the beauty and precision of the sport supported by a series of original motion graphics that have been created from an actual gymnast’s movement.

British Gymnastics CEO Jane Allen is excited about the sport’s new look and its future potential, “A lot has been said about the legacy of the Olympic Games. British Gymnastics has been driving a marketing and communications strategy for over 18 months to ensure our membership is ready to take advantage of the promotion our sport will receive throughout the UK. BG’s new brand is a major component of that strategy and will reach out and excite existing members whilst inspiring a new generation of participants and fans.”

The new brand will be officially launched this weekend at the Echo Arena in Liverpool, where the nation’s artistic gymnastics Olympic hopefuls will be out to impress selectors ahead of the Olympic team announcement on July 4th.