John Donnelly
John Donnelly
Glasgow 2014 Games Identity
This has been a long time coming.
We started this project what seems an age ago at the
Glasgow School of Art back in June 2009.
John Scott our Chief Executive gave the
creative community an update on where we were in our journey to
July 23rd 2014, and I took 66 agencies (yes 66 from around the
world) through the process we would use to select the agency that
would deliver this project for us.
Creating a piece of graphic design for the
biggest sports event that will ever come to the country and will be
seen around the world is both a fantastic opportunity and major
challenge.
Of all the agencies who registered their
details, we met with 10 and only briefed 6. At the OC we really
didn't want to waste agencies time in a beauty parade. After
all only one would win out. We are very aware of the market that
the creative world operates in at the moment.
The 6 agencies we briefed resulted in 4 London
based, 1 Edinburgh and 1 Glasgow. These agencies were amongst the
most celebrated and rewarded in the UK and overseas. We were
fishing in the right area. We would also only appoint on the basis
of their work, not where they were located.
The OC's obligation is to buy the best work in
the market, wherever it comes from.
It was a close run thing, although the final decision was
straightforward for us as the work we saw from Marque was different
class. We believe it is a thing of great beauty.
It is perfectly balanced and we feel it matches our ambition of
creating an identity that will be talked about in the
same breath as Mexico 68 and Munich 72: widely acknowledged as
best in class.
A key area that set Marque's work apart
was their insight. It means we can explain our identity in a robust
and simple manner. The athletes are really behind it for this
reason as well.
As we are a sport event this was really
important to us.
20th Commonwealth Games
17 sports
11 days of competition
1 host city
A bunch of numbers that fall out of our
insight that all sports need time, data and measurement to decide a
winner.
Not only that, it is also truthful, and adds
credibility to our approach. It is simple, which all powerful
identities should be.
We really hope you will get behind our
identity. It will act as a rallying point for everyone and will be
the symbol of Glasgow 2014 now and into the future.
So although this took a while it truly was a
privilege to work on.
20. 17. 11. 1
Over and out.
John Donnelly
Director of Marketing and Sponsorship
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