Seeking to commemorate its 20th anniversary with a compelling brand identity edit, the English Institute of Sport (EIS) consulted with 100AND10% to create and deliver a lockup logo and brand application strategy, as well as accompanying collateral for their annual National Conference which would coincide with the commemorative period.

The English Institute of Sport has recently revealed its refreshed brand, signalling the completion of an initial phase of work between the organisation and 100AND10% and opening the door to the next stages of creative work.

EIS work with some of England’s top athletes, responsible for improving their sporting performance through science, medicine, technology and engineering. This project sought to raise the profile of EIS, creating an evolved, striking and modern brand that could be utilised across different platforms.

From a creative point of view, the project, which was to be viewed as the first stage of a longer-term plan, consisted of various elements. These included the update of the existing logo, being careful not to move too far away from what was already recognised, a revised colour palette, a new family of fonts and defined rules around the use of imagery and language, all of which are detailed in a thorough set of brand guidelines.

Examples of the new brand can be seen here and also on the website of EIS – eis2win.co.uk