The London Gymnastics Federation or LGF as it has been more commonly known was founded in 1990. Last year the Management Committee felt it was the right time to rebrand ourselves.

We set out with the following objectives:

• To drop the word Federation
• To be known as London Gymnastics, rather than by initials
• To be modern and vibrant
• To produce a logo that could represent the full spectrum of services and to present our disciplines as one family.

We set about improving our logo, the major task was to find images that represented "modern" and could be easily recognised as "London". We also wanted to be seen as vibrant and this would be demonstrated through the colours we choose.

Just like people, organisations also have personalities. These personalities are expressed in the way an organisation presents itself in terms of form and content. Strong personalities attract attention. They display courage, competence, motivation, strength and exceptional qualities. Organisations that draw attention to themselves through the use of clear statements and a uniform image are able to project a positive profile in the long run.

The design of London Gymnastics reflects the potential, culture and global identity of the organisation.

Externally it is the visible symbol of our identity and unity of the organization, and internally it creates identity and provides motivation. The design ensures a unified appearance that creates ease of recognition when applied consistently throughout all of the internal and external communication procedures of the organization.

Our final logo represents all of the above. The processing of rebranding/repositioning a region is not a small one. We hope people will recognise our logo as a symbol of our values; The Perfect balance of fun, passion and precision.

The new London Gymnastics logo is available to download from a secure website. If you have not already received the password you should contact benmurphy@londongym.org.uk with the subject line "LGLOGO PASSWORD REMIND".