Mexico City 2036: Branding and Identity Guidelines

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Mexico city 2036 Branding & Identity Guidelines



Mexico city 2036 Branding & Identity Guidelines


Mexico Mexico City City 2036: 2036: Branding & Identity Branding & Identity Guidelines Guidelines Graphic GraphicDesign, Design,layout, layout,and andBook BookDesign Design by: by: Daniel Solis Daniel Solis www.solisdesignworks.com www.sadlionslie.com First 2020 FirstPrinting, Printing,May March 2020 This Thisbook bookisisaawork workofoffictional fictionalconcept concept art art that that has has been been developed developedand andrealized realizedfor forpurely purelyeducational educational purposes. purposes. The The designs designscontained containedwithin withinthis thisbook bookare are in in no no way way affiliated affiliated with with the the “Olympics,” the “Olympic Movement,” nor any campaigns to host “Olympics,” the “Olympic Movement,” nor any campaigns to host the the“Olympic “OlympicGames” Games”official officialor orotherwise. otherwise. No No artwork artwork developed developed ininconjunction with this project will be used for conjunction with this project will be used for sale sale or or for for profit profit of of any anysort, sort,and andall allrights rightsfor forphotography, photography, fonts, fonts, and and other other graphic graphic elements elementsare areeither eitherfreely freelyavailable availableor or retained retained by by the the original original or or respective respectiveowners. owners. The The“mock “mockup” up”files filesused usedto tohelp helpcreate create the the imagery imagery found found on on pages pages62-65 62-65are arefiles filesthat thatare arefreely freelyavailable available for for download download and and can can be beused usedboth bothpersonally personallyand andcommercially commercially without without issue issue so so long long as as proper propercredit creditisisgiven. given.Per Perthe thesupplier’s supplier’s usage usage guidelines, guidelines, the the link link tototheir theirwork workisisas asfollows: follows: www.anthonyboyd.graphics www.anthonyboyd.graphics Typeset TypesetininMontserrat Montserrat&&Nimbus NimbusSans Sans Printed PrintedininUSA USA ©©2020 2020Daniel DanielSolis Solis 22


thank you you to to my my parents, parents, my my wife, wife, A big thank every other other rad rad person person that that has has and every helped made made me me who who II am... am... helped

33


Table of Contents

4

06

20

The Introduction

The Pictograms 22

Basketball

24

Weightlifting

26

Boxing

28

Athletics

08

30

Logo & Font Guidelines

Passes & Tickets

10

The Logo

12

Variants & Violations

14

Typefaces

32

Press & Athlete Passes

34

Athletics Event Ticket


36

60

Poster Designs

Olympic Games App

38

Marketing Posters

62

40

Poster Mock-ups

Android & iOS App Splash Screen & Results Screen

44

66

Design Grids for TV 46

‘Tonight’ Grid

Packaging & Merchandise

48

‘Next Week’ Grid

68

Packaging

70

Merchandise

50 On-Screen Branding 52

‘Tonight’ Bumper

54

‘Next Week’ Bumper

56

Athlete Spotlight

58

Scoring Results

5


“Entrenamos para competir, ganar, y para el futuro de nuestro país.” -Anonymous

6


Held once every four years, the Olympic Games are not only considered the world’s foremost sports competition with more than 200 nations and thousands of athletes participating, but a showcase of determination, spirit, heart, and modernity. As the capital of its respective country, Mexico City embodies these descriptions by being a beacon of community and character. A staple of both ancient civilization and a modern hub of design, architecture, and culture that influences the world over.


Logo & Font Guidelines

Museo Soumaya 8



The Logo

10


Primary Logo

Secondary Logos

A modern Mecca of industrialization and contemporary design, Mexico City is the capital and heart of Mexico.

MexicoCity36

The heart shape epitomizes Mexico city, while the swooping shapes are symbolic of differing elements coming together. The orange swirls represent the fire of the Olympic torch, while the blue swirls are indicative of the many nations, athletes, and spectators coming together.

MexicoCity36 MexicoCity Mexico City36 MexicoCity36

Palette

CMYK: 0% 87% 84% 0%

CMYK: 92% 67% 44% 31%

CMYK: 5% 18% 80% 0%

CMYK: 76% 23% 0% 0%

CMYK: 67% 60% 59% 46%

CMYK: 0% 0% 0% 100%

11


Logo Variants

Multiple color variations of the swirling heart logo were considered in a myriad of gradients. The palettes were picked from the ancient Aztec relief carvings found at Teotihuacรกn, and the street murals found in the city. Before the final color combinations for the logo were selected, the three wisps represented the feathers of the mythical sky guardian, Quetzalcoatl, instead of the fire from the Olympic torch.

Single Color

Aside from the monotone black, the single color logo can also be tinted in the colors of the official Olympic rings. The single color variations can be used in a variety of scenarios, such as when printing budgets are a concern, or when the gradients of the full color logo blend into the background.

12

MexicoCity36

MexicoCity36

MexicoCity36

MexicoCity36

MexicoCity36


Logo Violations

Never distort or skew the logo.

Don’t reflect the logo in any kind of way.

Don’t rotate the logo in any kind of way.

Don’t resize any of the logo elements.

Don’t remove the official Olympic rings.

Don’t add any sort of effects to the logo.

13


Logo & Select Body Typeface

S

elected for its modernity and broad appeal, the ‘Rift Soft’ font family was carefully chosen to capture the sheer weight of the ancient Aztec monuments and sculptures. While the rounded nature of the font provides a contrast and alludes to the overall smoothness and illustrative style of the Aztec relief carvings and painted murals. The condensed structure of the typeface is also an homage to the 1968 Olympic Games held in Mexico City.

14

rift soft reg abcdefghijkl 0123456789!@ Rift soft bol abcdefghijkl 0123456789!@


gular lmnopqrstuvwxyz @#$%^&*( )_+ ld lmnopqrstuvwxyz @#$%^&*( )_+

15


Header Typeface

T

he Aztecs that inhabited Tenochtitlán, the ancient city now known as Mexico City, were known to be well versed in mathematics, and as such, ‘Montserrat’, a geometric typeface, was chosen as the header font. With its bold lettering and monospace width, ‘Montserrat’ is a contemporary typeface with an ageless design that is both eye-catching and easy to read up-close and at a distance.

16

Montserrat B abcdefghijk ABCDEFGHI WXYZ 01234 !@#$%^&*( )


Bold klmnopqrstuvwxyz IJKLMNOPQRSTUV 456789 )_+ 17


Body Typeface

A

historic typeface that made its debut in the late 1950s, ‘Nimbus Sans’ is timeless in its design and comes with a modern feel. Known for its legibility and attention grabbing qualities, this typeface was pegged for use in body copy materials, such as posters, tickets, and VIP/Press passes.

Nimbus Sans B abcdefghijklmn ABCDEFGHIJK 0123456789!@

Nimbus Sans B abcdefghijklm ABCDEFGHIJK 0123456789!@ 18


Bold nopqrstuvwxyz KLMNOPQRSTUVWXYZ @#$%^&*( )_+

Black mnopqrstuvwxyz KLMNOPQRSTUVWXYZ @#$%^&*( )_+ 19


The Pictograms

Palacio de Bellas Artes 20



Basketball

22


23


Weightlifting

24


25


Boxing

26


27


Athletics

28


29


Passes & Tickets

Traditional Mariachi Dance 30



32



34



Poster Designs

Pirรกmide del Sol 36



The MMXXXIVI Olympic Games

MexicoCity36

08.01.36

08.17.36 www.mexicocity2036.org

38


The MMXXXIVI Olympic Games

MexicoCity36

08.01.36

08.17.36 www.mexicocity2036.org

39


40



42



Design Rule Grids

Traditional Aztec Dance 44



46



48



On-Screen Branding

Cinetica Nacional de México 50



52



54



56



MexicoCity36

womens surfin

Kona kahealani

usa 1st run 92.7

Alejandra solis mex 1st run 91.9

shelby williams aus 1st run 91.3

hinata toriyama jpn 1st run 90.0 58


ng juliana silva

bra 1st run 89.5

Maria de la luz

esp 1st run 89.0

amahle chikelu rsa 1st run 87.8

alvita campbell jam 1st run 87.0


Olympic Games App

DĂ?a de los Muertos Celebration 60



62



64



Packaging & Merchandise

Ă ngel de la Independencia 66



Packaging

68



Merchandise

70



72



74



Mexico city 2036 Branding & Identity Guidelines



“Entrenamos para competir, ganar, y para el futuro de nuestro país.” -Anonymous


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