UK Sport and Leading Edge

Brand identity for top end leadership training programme

UK Sport is the strategic lead body for high performance sport in the UK, investing £100 million of National Lottery and Exchequer funding every year into Britain’s Olympic and Paralympic sports and athletes.

100AND10% was commissioned to originate and develop the brand and associated marketing collateral for Leading Edge, a leadership training programme run by UK Sport in partnership and collaboration with Sport England, Sport Scotland, Sport Wales and Sport Northern Ireland.

The programme, which is the first of its kind, is aimed at top level executives and chair people of national governing bodies and focuses on developing world class Leaders who can lead outstanding organisations through change to drive sustainable success.

Consequently, the brief from UK Sport was to ensure that the design concepts and promotional materials reflected the high level, exclusivity of the programme.

“100AND10% were recommended to us following a number of other successful UK Sport design projects. Despite the very tight time frame and then our desire to challenge 100AND10% to create something truly inspiring, we were absolutely delighted with the final identity and creative work as well as the quality of all the supporting collateral.

“The feedback from our partners and the first intake of learners has been excellent and we now have a strong identity to support the future ambitions of the programme. We have used 100AND10% again since this first project and look forward to their future support on Leading Edge.”

Claire Stibbon, Leadership development, UK Sport

It was also important that the identity was separate to that of UK Sport’s, due to the collaborative nature between all Sports Councils in the UK to deliver the project.

In order to meet UK Sport’s brief, the 100AND10% design team incorporated gold and silver in a metallic form to create a striking, impactful logo before rolling this out across all corresponding collateral.

This included a 12 page brochure for the Leading Edge Introductory Event, full programme brochure and PowerPoint template.