Scotland Celebrates New Glasgow 2014 Brand Identity

March 9, 2010

Scotland celebrated Commonwealth Day today, with the launch of a new Glasgow 2014 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:

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.
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.
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.
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.

The new brand identity was produced by Glasgow based design company Marque Creative Ltd., and the selection panel that chose and approved the final logo included Shirley Webb, Team Scotland representative in the hammer in 2002 and 2006 and a member of the Organising Committee’s athlete’s commission.

Revealing the new brand, John Scott, Chief Executive of the Glasgow 2014 Organising Committee said:

“Today is a big milestone for everyone involved in the planning for Glasgow 2014, as the unveiling of the new brand symbolises the start of a new and exciting journey towards the Games.

“We now need to raise the revenue required to help stage the Games through selling the rights to the brand identity as sponsorship. I am confident that its distinct style, its inherent element of fun and flexibility for both on and off line environments will attract organisations wishing to be associated with the Commonwealth Games to become our sponsors.”

Welcoming the new brand Michael Cavanagh, Chairman of Commonwealth Games Scotland and Glasgow 2014 Board Member said: “The essence of the logo communicates everything that is intrinsic to sporting performance in terms of Time, Data and Measurement. These are all criteria that prospective Team Scotland athletes will be driven by, as they strive towards achieving success at Glasgow 2014.

“We are delighted that the brand reflects the continued commitment to an athlete-centred and sport focused Games.”

Shirley Webb, Scottish record holder and Commonwealth Games representative added: “As an athlete I have been to two Commonwealth Games and there are personal images that I have stored away which will live with me forever, and I am sure that this new logo will form the beginning of photo albums of thousands of athletes, volunteers and spectators around the world.

“The journey to select Glasgow’s Commonwealth Games identity has been fascinating, and each and every one of the brilliantly creative people we met were genuinely excited and inspired by the prospect of working with the Games. It will be amazing to see the logo and the Games-buzz grow over the next four years.”

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