Rebrand
WORLD GYMNASTICS
THE BRIEF
Founded in 1881, the International Gymnastics Federation carries deep Olympic heritage – but its logo hadn’t changed since 1947. The challenge was clear: create a modern master brand that could unite eight disciplines – from Parkour to Artistic – under one global identity. One that felt energetic, inclusive and relevant, from elite competition to grassroots participation.
Gymnastics is the foundation of all movement, yet its identity felt static. Most gymnasts enter the sport before the age of seven, so the brand needed to reflect youth, possibility and momentum. This was a chance to evolve the organisation from a distant governing body into World Gymnastics: a movement that inspires, not just regulates.
THE INSIGHT
We started by listening. Judges, coaches and, most importantly, athletes from across the world shared how they experience the sport. Nearly 6,000 responses revealed a clear direction: gymnastics should bring inspiring movement to life.
Such a bold purpose required a striking new brand and a new name. It was time for World Gymnastics to be born.
RESPONSE
Head of Partnerships and Marketing at World Gymnastic (formerly FIG)
