Brisbane, Australia 2032 Olympics Style Guide
The A ssociated Press St ylebook General Notes: All publications must be dated (203 2); must have The Brisbane Olympic Commit tee for the Olym pic Summer Games of 203 2 appear on the pages as shown in this guide; and must list copyright and trademark symbols. Š 203 2 BOC . No par t of this publication may be reproduced in any form without the prior writ ten permission of the BOC and Amanda Insalaco. All rights reser ved.
Table of Contents 1 3 9 17 19 21 23 31 33 37 39 41
Introduction Logo Secondary Marks Colors Typography Slogan Pictograms Tickets Medals Torch and Cauldron Environmental Graphics Mascot
Introduction About Brisbane, Australia Brisbane, Australia, was founded on lands formerly inhabited by the Turrbal and Yugara indigenous people. The original reason for the settlements was to start a penal colony for Great Britain in 1824. The penal colony lasted for 18 years until it turned into a free settlement in 1842. In 1859, Queensland was declared a separate colony from New South Wales with Brisbane as its capital. Today, Brisbane has a population of close to 2.5 million people. The Aussie culture is strong in Brisbane, and you can see the Australian national flag waving all over the city. The symbols in the flag are of great importance to the people of Brisbane, and consequently, are deeply referenced in the brandscape of the 2032 Brisbane Olympics.
1
The Spirit of the Games Brisbane has always welcomed the world to their city and has always been proud to show off their sunshine state. They held the Commonwealth Games in 1962, the World Expo in 1988, the Goodwill Games in 2001, and the G20 Summit in 2014. Each of these major world events have not only been successful but extraordinary as well. Now, Brisbane welcomes you to the 2032 Olympics.
2
Logo Of ficial Emblem The official emblem incorporates many components of both the Brisbane and Olympic cultures. Three rivers of flames, representing the continuous olympic flame, make the shape of the iconic Australian kangaroo. The rivers of the flames showcase the two banks of the Brisbane River that flows through the city and which was vital to the founding of Brisbane. The head of the kangaroo sits on top of the Brisbane 2032 text and the Olympic Rings logo, representing the top of a torch. The colors of the flames incorporate a red-to-orange gradient based on the official Olympic Rings, and the text of the city and year of these games colored in the official blue of the Olympics forms a torch underneath the rivers of flames. It is important to showcase the official emblem as it was designed so that all of the symbols can be seen and inferenced properly and in their entirety. To ensure that the official emblem can be seen in its entirety, there needs to be adequate spacing around all of its edges. The zero in 2032 can be taken out of the logo and used as a spacing measurement. Make sure that the zero has the same proportions to the emblem in every size.
3
On Color It is imperative that the emblem be readable against the background. That is why the full emblem can only be shown on a white background. When placed on one of the official greens or blues, the base of the emblem is white. The full-color emblem cannot be placed on any other color than white, and the modified full-color emblem cannot be placed on any other color other than green or blue.
4
When the emblem is presented on any other color than white, or the official blue or green, the entire kangaroo head and base is either white or black. This color
5
variation, white or black, can then be placed on any of the official colors that are part of the Brisbane 2032 Olympic color gradient.
6
Misuses of Logo
DO NOT change orientation of logo
7
DO NOT fade or use logo as a gradient
DO NOT place logo on a busy background
DO NOT change colors of logo
DO NOT crop logo in any way
DO NOT add a glow of any color to the logo
DO NOT add or only show outlines of logo
DO NOT place logo on closely colored background
DO NOT add a drop shadow to logo
DO NOT stretch the logo vertically or horizontally
8
9
Secondary Marks There are two different secondary marks that can be used within this branding scheme. The first takes the full-color kangaroo head and puts it on top of full white rings. The full color of this secondary mark can be on only the official greens or blues. When placed on any other color, a full white or full black logo may be used. The second secondary mark takes the 2032 from the official emblem and puts the 20 over the 32. It is important to note the five-pointed star inside the 0. This also appears in the official emblem. The five-pointed star pays homage to the five-pointed stars in the official Brisbane flag. These stars represent the astronomical achievements of Sir Thomas Brisbane, the founder of the city.
10
The 2032 secondary mark can be seen in any color on white and any color on an appropriate background color as long as there is sufficient contrast between the 2032 and the background. For instance, a light orange 2032 should not be shown on a yellow flag, but it can be shown on a blue, black, or even white flag. This is to ensure that this secondary mark is visible whenever it is displayed.
11
12
Sizing Uses The official emblem represents the 2032 Olympics and, consequently, should always be shown in a way that is readable. To ensure readability, a sizing guide outlining when to switch to the secondary mark has been provided. A good rule of thumb is when the official emblem’s total height is less than 1 inch, then the secondary mark should be substituted. Nevertheless, the secondary marks can be larger than one inch in height, but the official emblem can never be less than one inch in height. Also, the secondary mark should always be substituted if the official emblem will go on a surface that is hard to read. The official emblem should never be on a surface that is meant to be broken or destroyed (i.e., food, disposable items, or trash).
13
14
Misuses of Secondary Marks
DO NOT change orientation of logo
15
DO NOT fade or use logo as a gradient
DO NOT place logo on a busy background
DO NOT change colors of logo
DO NOT crop logo in any way
DO NOT add a glow of any color to the logo
DO NOT add or only show outlines of logo
DO NOT place logo on closely colored background
DO NOT add a drop shadow to logo
DO NOT stretch the logo vertically or horizontally
16
0081c8
17
faa729
000000
00ab51
ee334e
ee334e
ef4244
f04f37
f15a29
f7941d
f99d22
faa729
fbad1c
febb1a
ffc817
c96f31
8fbb40
41ac41
00ab51
009d6a
009785
00909d
008995
008963
0081c8
Colors Brisbane, Australia, is known to be the sunshine state because it has more than 200 days of sunshine. To reflect this the colors chosen for the Brisbane 2032 Olympics are bright and reflect sunshine. The primary colors were chosen directly from the official Olympic rings, then a gradient was created to make the secondary colors. When choosing which colors to use, keep in mind that the official colors for these Olympics are orange and blue. These colors symbolize the sun and the ocean as well as the beach and the river. The contrast between these two colors also gives the Olympics a vibrancy that can be closely associated with the vibrancy of the people of and the buildings in Brisbane.
Secondary
Primary
18
Typography
Skia ABCDEFGHIJ KLMNOPQRS TUVWXYZ abcdefghijkl mnopqrstuv wxyz 1234567890
The font, Skia, was chosen as the primary typeface because it expresses a firm typeface that is easily readable at large fonts, but flows together for body text. Skia epitomizes the strength and courage that the people of Brisbane have always exhibited throughout the ages and fits perfectly in the emblem as the base of the torch.
Sarina ABCDEFG H I J K L M N OPQRSTU V W X Y Z
The font, Salina, was chosen as the secondary typeface because it embodies the feelings of togetherness, especially since the slogan is “together down under�. With masses of people coming from all over the world, a flowy, script-like font is essential to translate the feeling of Brisbane to those who may not speak English.
a b c d e f g h i j k l m n o p qrstuvwx y z 0 1 2 3 4 5 6 7 8 9
20
Slogan Brisbane, Australia, is a city that welcomes everyone from all over the world. Their unique culture is a conglomerate of western art and a history mixed with their own heritage. That is why Australia is frequently showcased inart, music, literature, and cinema from all over the world. When referring to Australia, the world uses their nickname, “the land down under.” Australia has taken this in stride and even asks filmmakers, writers, and musicians to replace Australia in titles to “down under” or “the land down under.” To pay homage to the Australian nickname, the slogan for the Brisbane 2032 Olympics is “Together Down Under.” This slogan exemplifies the coming together that the olympics represent as well as the slogan with an Australian twist.
21
22
Pictograms
Mimi Spirit
23
Australian culture dates back to the cultural traditions of Australia’s Aboriginal and Torres Strait Islander peoples who still hold a respectful population (517,000 people in 2006). Early art was centered around conflict and reconciliation between indigenous and non-indigenous peoples. Ancient Aboriginal artistic styles and iconic inventions, like the
boomerang, didgeridoo, and music, have become incorporated in the styles and symbols of modern Australia and the 2032 Brisbane Olympic design. The pictograms for these Olympics are taken from the aborigional Mimi Spirits. Mimis are fairylike beings well known in the folklore of the aborigional people of Australia. They have extremely thin appendages with
The container for the Mimi spirit-like pictograms comes from the shape of the medals. The medals for these Olympics take the shape of a seven-shareded sunburst. The seven shards reference the seven-pointed star on the Australian national flag that represent the six states and all future territories. These shards are numbered from 1 to7: shard 1 is the one on the top or in the 12 o’clock position, shard 2 is the one immediately next to it moving clockwise, and so on. The size of each pictogram determines the shard on which it is placed. The shard on which the pictogram is placed also controls where it is located on the medal.
1
2
7
3
6 Athletics Pictogram on Shard 5
elongated bodies. In the legends, the Mimi spirits are the ones that taught the aborigional people how to hunt and cook kangaroos. They also taught them how to use fire as well as how to paint. Since this is an integral part of the history of the original inhabitants of Brisbane, it was crucial that the pictograms came from the Mimi spirits.
4 5
vector of medal
1
shards numbered
2
5
4
3
6
7
24
Swimming
Tennis
25
Diving
Handball
Surfing
Soccer
Artistic Swimming
Canoe Sprint
Rugby
Equestrian Dress
Canoe Slalom
Equestrian Jumping
Sailing
Equestrian Eventing
Rowing
Triathlon
Archery
Pentathlon
Golf
Trampoline
26
Field Hockey
Cycling Track
27
Athletics
Cycling Mountain
Volleyball
Softball
Beach Volleyball
Baseball
Rhythmic Gymnastics
Skateboarding
Gymnastics
Karate
Sport Climbing
Wresting
Basketball
Cycling Road
Cycling BMX
Taekwondo
Judo
Shooting
28
Badminton
Table Tennis
Boxing
Fencing
Weight Lifting
The pictograms can be white on any official color shard, or any official color without a container. The pictograms cannot be shown in a shard that is not their own. Also, when a pictogram is shown in a shard, it must be in white.
29
30
Tickets The Olympics is a major world event, and people come from all over the world to attend and to cheer on their country. The tickets that they buy serve as a surviourneir of this fantastic two-week event that spectators will cherish forever. To make this memorable, careful thought was put into the design of the tickets. Shown to the left is a mockup for the beach volleyball and equestrian events. The pictogram of the particular sport isarge and is located at the top of the ticket, reinforcing the heritage of Brisbane. Each pictogram also extends off of the ticket, creating a nonstatic imagery of the sport. Careful consideration went into determining each individual ticket color scheme. For instance, the principle color for the beach volleyball tickets is orange, representing the sand that on which this particular sport is played. The secondary color is blue for the ocean nearby, creating a vibrant contrast. For equestrian, green was chosen because of the grass of the field on which this particular sport is played with yellow as a secondary color. Because many of the spectators may not understand English, the time and date of the event is listed on the ticket in the same font and color as the event, further reinforcing when it takes place.
31
32
33
Medals The medals for these Olympics take the shape of a seven-sharded sunburst. The seven shards reference the seven-pointed star on the Australian national flag representing the six states and all future territories. These shards are numbered from 1 to-7: shard 1 is the one on the top or in the 12 o’clock position, shard 2 is the one immediately next to it moving clockwise, and so on. The shard on which the pictogram is placed also controls where it is located on the medal. Centered in the middle of the medal is the five-pointed star seen from the official Brisbane flag. The seven shards join in at the five-pointed star, representing the unity that Brisbane has with Australia.
Participation Medal
Medal Protection and Viewing Box
Silver Tennis, Gold Cycling (Track) and Bronze Basketball
34
The medals were created first digitally in Illustrator to get the correct proportions and angles for each shard. This was also done to get the shapes of the shards for the pictogram containers. You can see what the vector rendering (above) vs. the three-dimensional render (left). The choice was made to have each medal constructed uniquely to its sport because it felt like that gave more prominence to the athletes and their achievements. The medals for the Brisbane 2032 Olympic games are unique, and no two medals are alike.
35
36
Torch The shape of the torch comes from the middle flame of the official emblem. Once pulled out, the flame was given tapered sides to further represent a growing flame. The torch is made out of an orange shiny iron. Iron was chosen as the material to represent the major export of Australia: iron ores. Engraved on the side of the Olympic torch is the official emblem for these games.
Cauldron The cauldron is made out of iron and is coated in gold paint. Three flames join to hold up the bowel of the cauldron where the Olympic fire burns. These three metal flames represent the three flames in the official emblem. The height of the cauldron is 2032 cm (around 67 feet) to commemorate the year of these Olympics. It will be lit by placing the Olympic torch at the bottom of the sides of the Olympic cauldron, and then the flames will run up all three sides to light the bowel of the cauldron.
37
38
Environmental Graphics The Olympics is a major world event, and not every venue is located within a small city radius, but instead, encompass multiple cities. Thus, environmental graphics are an important part of the design brand to integrate each stadium in the design system. As a spectator or athlete travels from the opening arena to the football field, or from the olympic aquatic center to the sands of beach vol-
leyball, each venue has the same look and feel and vibrancy of these Olympics. This design brand includes the use of banners to be used in public spaces outside each venue. Another part of the environmental design system is the bus stops. Other environmental graphics include a banner hanging from the Brisbane City Hall as well as the paint that is sprayed on the court or field at each venue.
Brisbane City Hall is one of the oldest buildings in Brisbane and holds significance in Brisbane history. Including this building in the environmental graphics connects the city’s history with modernism.
39
Turf design for SunCorp Stadium for Rugby
Banners along downtown streets will help spread the spirit of these Olympics throughout the entire city.
Brisbane employs over 1,200 buses across the city. Adding bus stops and refurbishing existing ones is one way to ensure that the spirit of these Olympics reaches across the entire city.
40
41
Mascot Comedy is really important in Australia and is often characterized as being dry, irreverent, and ironic, and is exemplified by the works of performing artists like Barry Humpries and Paul Hogan. The start of Australian comedy can be traced back to the stoic, dry wit of the bush balladeers of the 19th century. These stories/poems were rich in self-mockery, involved quirky outback characters, and exemplified a less than perfect society.. Many depicted dysfunctional families as well as staricial views on politics. With that in mind, the official mascot for the Brisbane Olympic Games is Roger Down Under, a dry-wit, quirky, outback kangaroo based on the extremely popular and well-known real-life kangaroo, Roger. Roger, a rescued kangaroo who rose to international fame due to his extreme musculature, was
called a true icon of Australia by “Tourism Australia.” Capturing the spirit of the real-life Roger, besides having a fun attitude, this mascot has full mobility through unique design of its costume to allow acrobatic stunts that no other Olympic mascot has ever performed previously. Roger Down Under will be the first Olympic mascot to use TikTok and other social media platforms to raise the spirit of the games. Get ready to be bombarded with trick shots, flips, and dancing from Roger Down Under.
RogerDownUnder’s Instagram Page
42
