Nigel Farage furiously hit out at a rebrand to Team GB’s Union Jack.
The new design of the flag incorporates shades of pink and purple rather than just the traditional red, white and blue.
Former Ukip leader Mr Farage said: “This is a step too far. Total woke madness that must be reversed.”
It comes after a row over an updated St George’s Cross on England’s football team kit.
The updated design features on flags and bunting for sale in the Team GB shop, as well as other merchandise including water bottles and towels.
Malcolm Farrow, president of the Flag Institute, a UK flag promotion charity established in 1971, told The Sun: “I don’t approve of our national symbol of unity being defaced.
“People have every right to be upset with Team GB. They need to remember brave men fought for this flag and died while protecting it. Changing it is bordering on an insult to them.
“To do something like this in places like India, Greece or Turkey would have serious consequences.”
The British Olympic Association enlisted Bath-based design agency for the re-brand.
The creators wrote on their website: “As with many sport brands, colour was a point of contention.
“Obviously red, white and blue is synonymous with Great Britain, but it’s far from unique, with nations such as France and USA also sporting the same colours.
“We needed to find a way of refreshing Team GB’s colour palette in a way that is both flexible and ownable.
“Rather than trying to look beyond the traditional colours, we decided to embrace them and push the iconic red, white and blue as far as we could.”
Team GB said it had received “very positive public feedback” on the new design.
It added: “Rest assured the Union Flag will feature proudly on the team kit for Paris, as it always does.
“This image doesn’t replace the Union Flag, which we will wear with pride later this summer.”
