Brand Story
In competitive sport, measurement, timing and results are
everything. Of course there are the personalities, the
emotion, the thrill, the elation and the disappointment. But when
it comes to those medals it’s a matter of who jumps the highest,
throws the longest, runs the fastest, scores the most
goals, wins the most points, lifts the heaviest weight, swims
the fastest.
This was the starting point for our creative inspiration:
numeral elements integral to competitive sport.
Then we looked at some of the top line figures.
Glasgow 2014 will be the 20th Commonwealth Games.
At our Games, 17 sports are represented. The Glasgow 2014
Commonwealth Games will take place over 11 days of
competition, from 23rd July to 3rd August. And they take
place in one city: Glasgow. 20, 17, 11, 1.
20
The Glasgow 2014 Commonwealth Games will be the 20th
Games. We used this number as the outer ring of our brand identity,
breaking a circle into 20 equal parts to work out the proportional
measurements of the other numbers. This ring, that
encompasses the others, is a strong, vibrant red – ‘True Red’ from
the CGF colour palette.
17
The next ring of the brand identity, in an orange-gold –
‘Triumph Yellow’ from the CGF palette – that echoes the
ore of the medals, represents the number of sports. It’s just over
three quarters of the full circle.
11
23 July – 3 August, 2014: 11 days of competition when
Glasgow will be the centre of the sporting world with all the buzz
and excitement of results, reports and rumours; new faces, amazing
teamwork and rising stars. These 11 days are represented in the
third ring of the logo, rendered in an optimistic summer blue –
‘Heritage Blue’, from the CGF palette clocking up just over a
half of the circle.
1
1 host city – Glasgow. So, at the heart of our brand identity,
like a target’s bull’s eye, is G for Glasgow, in a
bright green, the place to be, the place to come to, the
place it’s all going to happen