The supermarket, which is the first ever Paralympics-only sponsor of the Games, will use the strapline: “Here’s to Extraordinary” on all its marketing and communications in the run up to London 2012.
The identity, created by Futurebrand and AMV BBDO, incorporates a Union Jack in Sainsbury’s orange brand colour and purple illustrations of Paralympic sports.
The brand identity and strapline will be at the heart of a media campaign due to launch in 2012 to “celebrate all that is great about the Paralympic Games”.
It will also appear on a range of fresh produce, point of sale material, lorries and store fronts in the London area.
Sainsbury’s will use the branding to promote Paralympic Games and ParalympicsGB merchandise that it will sell in its UK stores.
Sainsbury’s is one of only two Games sponsors to have a branded presence on the field of play, in and around venues and on athletes’ bibs during the Paralympics.
Jat Sahota, Sainsbury’s head of sponsorship says: “We wanted to create an identity that celebrates Paralympic athletes not just for the obstacles they have overcome in coming to terms with their disabilities, but also for their status as world class, elite athletes.
“By creating this branding we hope to drive a consistent message within all communications relating to our sponsorship.
The supermarket has also recently overhauled its core brand message by introducing the “Live Well for Less” strapline.