In competitive sport, measurement, timing and results are everything. Of course there are the personalities, the emotions, 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: the 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 will be 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.
The Glasgow 2014 Commonwealth Games will be the 20th Games. We used this number in 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, which encompasses the others, is a strong, vibrant red - "True Red" from the Commonwealth Games Federation (CGF) colour palette.
The next ring of the brand identity, in an orange-gold - 'Triumph Yellow' from the CGF palette - which echoes the glint of the winning medals, represents the number of sports at the Games. It’s just over three quarters of the full circle.
23 July – 3 August 2014: 11 days of competition when Glasgow will be at 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 - and clocking up just over a half of the full circle.
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, that dear place to be, the place to come to, the place where it’s all going to happen.