Team Outdoor Paris - Brand design

In 2009, Agnès Hervé, a former professional trail runner, launched Team Outdoor, a store entirely dedicated to endurance sports, located in the 12^th arrondissement of Paris.

Team Outdoor is also the name of the associated athletics team based in the Île-de-France region and recognised nationally under the name Team Outdoor Paris. The team brings together athletes from a variety of disciplines, ranging from running, trail running, triathlon to swimruns.

In early 2025, following a change in commercial partnership, Team Outdoor set about renewing its sports team’s outfits. Discussions began around revamping the master brand identity under the team name: Team Outdoor Paris.

The team was questioning the clarity and modernity of its logo. It is in this context that Graphéine has contributed its expertise, designing and implementing the new Team Outdoor Paris visual identity.

The old Team Outdoor logo
The old logo featured a runner, a mountain and a stream. It was a highly pictographic design with a naive and clumsy style. The old unicase wordmark was composed in FF Cocoon, an outdated font that lacks dynamism and visual impact compared to industry standards. The overall composition of the logo was too imbalanced to be used effectively to develop a strong brand identity.

A polysemic sign

Retaining the concept of the old logo (the mountain, the stream/path), the new TO emblem has an increased dynamism due to its speed lines and the italic wordmark. A TO monogram that evokes movement.
This new, more impactful symbol reinforces the Team Outdoor identity. Its simplicity allows it to be easily used on all types of media, in both colour and black and white, printed, projected or cut out.

The wordmark is custom drawn and incorporates visual cues of sports brands: a heavy, italic, geometric unicase wordmark with an increased presence and visibility.

The purple colour signals a departure from the yellow used until now on the Team Outdoor jerseys. It modernises the brand’s identity and provides high visibility, standing out against the natural environments in which the athletes compete.

The new Team Outdoor logo and its variations enable the brand to be effectively deployed on its signage, jerseys and social media. Looking towards the future of the brand, Team Outdoor Paris is gaining strength with a new, contemporary and striking brand identity in line with the visual universe of sports that will enable it to establish itself over the long term.