Glasgow 2014 Unveils Commonwealth Brand Identity
Glasgow 2014 has unveiled a new brand identity and web site at an event at the Clyde Auditorium, which will be the venue for the Weightlifting Competition during the Games.
As with all previous Games, and as set out in the Host City Contract, Glasgow 2014 has created a completely new Games brand with the primary aim of offering its exclusive use to companies to generate revenue through sponsorship.
The creative concept behind the brand is derived from the basis of all sport – Time, Data, and Measurement. Who jumps the highest, swims the fastest, lifts the heaviest. The brand identity is made up of four distinct parts, based on Time, Data and Measurement:
1. The Glasgow 2014 Commonwealth Games will be the 20th Games. This is a landmark number that adds to Glasgow’s pride in being its host. The outer ring, that encompasses the others, is a strong, vibrant red – the official “True Red” of the Commonwealth Games Federation (CGF) palette.
2. There will be 17 sports on the programme at Glasgow 2014. The next ring of the brand identity, in “Triumph Yellow” from the CGF palette, represents the number of sports. It’s exactly 17/20ths of the full circle.
3. Glasgow 2014 will host 11 days of competition, which are represented in the third ring of the brand identity, rendered in the CGF’s “Heritage blue”, and making up 11/20ths of the circle.
4. At the heart of our brand identity is 1 Host City, represented by “G” for Glasgow, meaning “Dear Green Place” in Gaelic, and is in a suitably vibrant green.