Royal Mail is to issue stamps recognising the achievement of every British gold medal at this summer's London Olympics.
The stamps will be on sale by lunchtime the next day at 500 selected Post Offices across the UK and will then be distributed three times during the Games to a further 4,500 Post Offices operating as normal across the UK.
Royal Mail chief executive Moya Greene said: "Royal Mail is proud to be involved in this once-in-a-lifetime event and to recognise the success of Team GB."
The design will feature, wherever possible, photographs of the Team GB athlete or team in action from their final, but if this is not possible the image will be from another moment on the athlete's gold medal-winning journey.
This will be the first time any host country has used action shots for gold medal stamps and issued them immediately during the Games, a Royal Mail spokeswoman said.
Greene added: "Our gold medal stamps will be unique souvenirs of the Games, marking the great achievements of our talented athletes.
"They will be a special way for people across the country to celebrate Team GB's gold medal wins and help mark their amazing achievement.
"We look forward to issuing many gold medal stamps to honour Team GB's victories."
The initiative means that picture editors, graphic designers, printers and drivers will swing into action, working around the clock to meet the challenge of getting the stamps on sale by lunchtime the next day, even if the medal win is late the previous evening.
The new stamp has been launched by Sally Gunnell, gold medallist in the 400m hurdles in Barcelona in 1992.