2014 Commonwealth Games identity unveiled

The logo for Glasgow's Commonwealth Games 2014, designed by Marque, has been revealed.

The identity was unveiled this morning at the Clyde Auditorium in Glasgow at an event attended by officials from the Games, the Scottish Government and members of the press.

As this is the 20th Commonwealth Games, the outer ring encompasses the others using the official ‘True Red’ of the Commonwealth Games Federation Pallette while the ‘Yellow Triumph’ represents the number of sports – 17 and is exactly 17/20ths of the circle.

The competition will be held over an 11 day period and is represented by the ‘Heritage blue’ and makes up 11/20ths, while, at the heart of the identity is 1 host city, represented by the G for Glasgow, meaning ‘Dear Green Place’ in Gaelic.

A Gealic translation of the identity has also been created (see below for more detail.)

Marque was appointed by the Commonwealth Games Organising Committee in October following a lengthy tender process which began in April of last year.

In the end, 66 agencies applied for the project, before 10 were asked to be involved in chemistry sessions. That number was reduced further to six agencies which were given the full brief. Marque was then chosen "unanimously" as a result.

The agency's work has been hidden until now with only a teaser campaign running in Glasgow hinting at the full identity.

Meanwhile the official website, relaunched this morning, was created by Dog Digital, which was also appointed last October. Brand guidelines can be read on the new site.

The official Identity Film was also created by Marque.

Commonwealth Games Brand Presentation

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

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