Delivering the English Institute of Sport to UK Sports Institute re-brand

The English Institute of Sport – an organisation that delivers outstanding support to enable Olympic and Paralympic sports to excel – tasked 100AND10% with the creative element of their rebrand, with the organisation set to become the UK Sports Institute.

100AND10% has worked with EIS since 2018, with our creative team previously delivering a brand refresh, as well as providing ongoing design support.

With a move towards the new identity, 100AND10% was tasked with designing the logo and refreshing the branding for the new UK Sports Institute. 

The brief was for evolution rather than revolution; ensuring that what people recognised as the EIS was not left behind, and providing a refreshed direction for collateral and materials.

“The EIS has benefited from 100AND10%’s creative expertise for a number of years, so we had no doubts that they could deliver such an important project for our organisation. With the number of stakeholders involved and being an established organisation for 20 years, the name change and branding transition was never going to be a straightforward task. The team at 100AND10% delivered as we knew they would, providing a striking look whilst maintaining the heritage of the EIS. The branding has been completed at our seven high-performance centres, with our staff members, sports and athletes all recognising and complementing the refreshed look.”

John Reeves

Senior Communications Officer, UK Sports Institute