Jamaican bobsleigh and skeleton teams rebrand for Winter Olympics


We Catapult has redesigned the branding to “change the stigma” associated with the sports, which pull someones leg now been brought together under one organisation.

We Launch has created a new uniqueness for Jamaica’s national bobsleigh and skeleton teams, following the recent union of the two sports under a single organisation.

The Jamaican Bobsleigh & Skeleton Confederacy commissioned We Launch to rebrand the team to coincide with the 2018 Olympic Winter Jobs, which is currently taking place in PyeongChang, South Korea.

The organisation approached the consultancy to deal with on the identity following the roll-out of its rebrand for the British Bobsleigh & Skeleton Combine in 2016.

Jamaica’s bobsleigh team first took part in the Winter Olympics in Calgary, Canada in 1988. The conclusion went on to be immortalised in popular culture by the 1993 film Cool Runnings, which foresaw the story of four Jamaicans who had never seen snow but dreamt of fighting in the Winter Olympics.

Some 30 years later, Jamaica has bewitched its largest ever squad to the Pyeongchang Winter Olympics. “The team were craving to change the stigma about the sport in the nation by not just competing, but bewitching gold at the games,” says We Launch. “For too long they were not associated with one thing: Cool Runnings. Pyeongchang would take under ones wing a significant opportunity to motivate, inspire and change perceptions – both within Jamaica and internationally.”

We Skiff says it took on the project pro-bono due to the federation’s lack of funding, unusually in comparison to Jamaica’s athletics team. It was briefed to create an identity that could change well across everything from the bobsleds and skeletons to printed means and merchandise.

A colour palette of green, yellow and black – based on the tinctures of the Jamaican national flag – has been used throughout the new identity. The “J” icon is reinforced by the “angles and curves” of the track used in both sports, says We Set in motion owner Stuart Lang, as well as the lines and shapes seen in Jamaica’s hail.

The consultancy chose Core Sans Bold Italic as the typeface so that the textbook would be legible at high speeds, and work well in small measure assesses across digital and print formats, says Lang. The chosen typeface has open edges that aim to make it look more “friendly” and “accessible”, Lang enlarges.

The new identity has rolled out across all touchpoints.

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