Glasgow design agency Marque is responsible for the identity design project, said to have cost £95,000. This fee covers such elements as brand guidelines, animated work, visual language, typography, photographic style, and art direction.
Developing a specific logo for the event is a requirement made by the the Commonwealth Games Federation as part of the contract for hosting the games.
Having a logo allows the organisers the best possible chance to earn additional revenue because they can sell the use of the design to sponsors.
The horizontal bar and emblem at the foot of the logo are required elements, and you’ll see them used in designs for other recent Commonwealth Games (Delhi 2010 for example).
About the design, from the Glasgow 2014 website:
- 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.
Mark Noe, Managing Director of Marque said:
“We are privileged to have had the opportunity to create the brand identity for such a significant event as the Glasgow 2014 Commonwealth Games. The identity is one which is grounded in integrity and design rigour and we are proud of the legacy that it will leave behind for Glasgow and Scotland. We hope that the identity will become an iconic symbol celebrating a very special moment in time – and will become synonymous with quality, achievement and vision.”
You can view a short digital animation of the logo here.
In the embedded YouTube video below you’ll see John Donnelly, director of marketing and sponsorship for the Games, talking to The Drum about the process of designing the identity, the appointment procedure and explaining how it will be used to promote and market Glasgow’s event over the course of the next four years.