BrASov 2022 olympic branding book
Table of contents
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Brasov visual branding elements logo elements pictograms typefaces color and patterns visualizing the games connecting the games brasov 2022 olympic games O branding guidelines
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brasov Romania and its citizens benefit from a culture that is completely unique in the world. Brasov in particular, situated at the intersection of two major trade routes that linked the Ottoman Empire and Western Europe, is home to many historic cultural communities. The merchants of Brasov were able use these trade routes to amass great wealth. As such, Brasov is home to some of the best examples of Gothic, Baroque, and Renaissance architecture. Some famous landmarks include, The Black Church, built in 1477, and The Seven Bastions, which were the original medieval fortifications of Brasov. The Carpathian Mountains dominate the landscape of Brasov and the neighboring Prahova Valley. The mountain peaks of Predeal, Sub Teleferic, Valea Carbunarii, and Clabucet Sosire boast state of the art facilities and some of Europe best and most challenging ski slopes. In addition to the mountains, there are several luxury resorts in the towns of Poiana Brasov and Predeal that offer facilities to host ice skating, hockey, curling, and other rink sports. Everything that the Olympic Games requires can be found in abundance in Brasov. Modern day Brasov is visited by many European tourists looking to enjoy the winter sports complexes of the Prahova Valley, which is situated in the Carpathian mountains. Brasov was also chosen to host the 2013 Olympic Youth Winter Games 4
brasov 2022 olympic games O branding guidelines
and several of the venues underwent extensive renovation and improvement at this time. This would provide a strong foundation for Brasov to host the 2022 Olympic Winter Games. The infrastructure of Brasov is supported by a government that values the Olympic Spirit of competition and embodies the mandate of Olympic Agenda 2020. The Ministry of Regional Development and Tourism of Romania has commited over $28 million to the successful 2013 Youth Winter Olympics and stands ready to exceed that promise for the 2022 Winter Olympics in order to advance the prosperity of tourism in Romania. The Romanian Olympic and Sports Committee sponsors all of the Olympic events in Romania with funding from the International Olympic Committee. They are also responsible for housing and training all of the Romanian Olympic Athletes at “Sydney 2000�, their sports complex in Bucharest. Together with the International Olympic Committee, these three groups are heavily invested in the future of Romania and the Olympic Games. The Brasov that exists today is a city at crossroads of modern innovation and traditional peasant culture. Visitors can enjoy all of the modern conveniences of a European metropolitan center, and still enjoy the traditional beauty of a culture that values artisanal craft. It is this juxtaposition that will captivate the imaginations of Olympic visitors. brasov 2022 olympic games O branding guidelines
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visual branding elements
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logo elements The pattern is based on the handpainted eggs that Romanian artisans are famous for creating. The patterns differ by region and they were used as a secret form of communications. These patterns are a vital piece of the cultural heritage of Brasov
The colors of the logo reflect the dark blue, yellow, and red of the Romanian flag. It is important to show the pride of Romanian people in their flag by using those colors in a dominant way. Green and light blue were also added to reflect the Olympic colors and to connect the Olympics to Romanian culture.
The diagonal angle is reflected in several different areas of this campaing. The downward angle represents the downward slope of the downhill events. It is also meant to reflect on the surface of ice and snow. The Winter Olympic sports are connected by their contact to the cold surfaces of winter. This sharp angle is meant to be indicative of that surface and connection.
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brasov 2022 olympic games O branding guidelines
BrASov 2022
pictograms The pictograms for the Brasov Olympics relate to the logo in overall shape and pattern. They reflect the same ideals of the Romanian cultural patterns. They also use the same angles and diagonal lines that reflect the medium of ice and snow.
The pictograms are made of mirror images of the athletes. This is meant to reference the reflection of the athletes in ice. On a more conceptual level, it is meant to portray the way that the reflection of an athlete is portrayed in their competitive spirit and dedication to the Olympic Games
Events that take place on a flat surface have a vertically orientated pictogram. These still represent the themes of reflection and connection that is implied in the other pictograms.
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primary font:
BAron neue
Designers: Frank Hemmekam FontFabric Collective Baron Neue is an uppercase display typeface inspired by the classic sans serif font familes. The angular geometric letterforms accurately reflect the patternwork in the Brasov 2022 logo. Baron also represents the futurism that inspires the connectivity of the overall design plan and the social media events.
regular abcdefghijklmnopqrstuvwyz 0123456789 italic abcdefghijklmnopqrstuvwyz 0123456789 bold abcdefghijklmnopqrstuvwyz 0123456789 bold italic abcdefghijklmnopqrstuvwyz 0123456789 black abcdefghijklmnopqrstuvwyz 0123456789 GLYPHS ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
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secondary font:
Avenir
Designers: Frank Hemmekam FontFabric Collective Avenir was designed by Adrian Frutiger and released by Linotype-Hell AG in 1988. The design is based on two earlier sans serif typefaces, Erbar and Futura. Frutiger has described Avenir as a geometric sans serif with a human touch, unlike the cold mechanical flavor of Futura. Avenir is unusual in that it has weights that are similar, but each is designed for a different purpose. The soft and curving letterforms work as a contrast to Baron Neue. All of the different weights are sturdy but also minimal and futuristic. The work well for blocks of text that require maximum readibility
Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 brasov 2022 olympic games O branding guidelines
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primary branding colors
c100 m88 y33 k21
c80 m61 y0 k0
The narrative of the Brasov 2022 Olympic Logo is centered around the connection between the athlete and the medium of ice and snow. The color story of the branding is centered around that connection as well. The two main tones are cool blue colors that reflect the tones of the water as seen through the frozen surface of a lake. This goes back to the beginnings of skating sports that took place outside in the elements. By connecting the color story to the roots of winter sports, it will connect the legacy of winter sports to this campaign.
secondary branding colors c2 m31 y97 k0
c80 m0 y100 k0
c20 m86 y71 k7
c0 m0 y0 k100
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The secondary branding colors will be used as accents throughout the patterns on the printed materials. The yellow and red tones were taken from the Romanian Flag. The green and black were added to represent the colors of the Olympic Flag in the logo. The accent colors will provide visual interest and keep the overal campaign from being monochromatic.
recurring patterns This pattern was made by changing the color scheme of the logo to the primary branding colors and its basic geometric shapes. Then, the shapes were extrapolated in different directions and angles, creating a complimentary and subtle pattern for use as a branding element.
This pattern was created using the glyphs of the Baron Neue Typeface to spell the word “Brasov. The word was then multiplied and reflected into a pattern using all of the primary and secondary colors. The background is intentionally transparent in order to allow the pattern to be overlaid on to various colors. This allows the pattern to change based on its environment.
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visualizing the games
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The exterior marketing for The Brasov 2022 Olympic Games will be largely based on the same steep angle reflected in the logo and the pictograms. This angle in combination with the patterns, provides a constant sense of motion to the marketing. In this way, visitors will always be reminded of the speed and velocity of winter sports. The color story uses mostly the primary branding colors which are the two shades of blue. These will invoke the icy feeling of winter and match the colors of the surrounding snowy landscape. There will also be hints of the secondary colors throughout that wil provide a vibrant accent in contrast to the blues. While the marketing materials are disparate in their various layouts. The common elements of pattern and color serve to develop a relationship between them.
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connecting the games
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connecting to brasov When I was thinking of concepts, the idea of connection kept coming up as a concept for the logo and the pictograms. The Summer Olympics events are rather tenuously connected. Some are in water, some happen on sand, some on horseback, and so on. But the Winter Olympics Events are all on snow or ice. They have a more powerful connection to each other and I wanted to reflect that in the branding. I also want to take the idea of connection to a more personal level and connect visitors to Brasov, its culture, and its people. To do this, I focused on the idea of an application that can direct people during their visit to Brasov. Using Near Field Communication (NFC+) chips, I want to connect mobile devices to the app which will help them travel to all of the Olympic venues. Visitors to Brasov will be greeted by kiosks at the international airports and train stations in Brasov. These kiosks will help visitors to link their devices to the app. The NFC+ chip logo will be displayed in any location that can connect to the app. In this way, visitors will be able to utilize the connectivity of the app to simplify their Olympic experience. Once connected, the devices will be able to connect to NFC+ chips included in all of the tickets to the venues. When a visitor wants to find their way to the venue for their event, they will only have to touch the ticket to their connected mobile device, and Brasov Connect will direct them to their location. The app will be configured for walking directions, travel by taxi, train, and city bus. All of the directions can be seen as a
NFC+ Chip Logo
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traditional map view, or as an Augmented Reality experience through the camera of the device. But along the way to the venues, Brasov Connect will show visitors the cultural locations of Brasov by pointing out experiences and monuments. These waypoints will be vital in understanding the Romanian people and interacting with them in a meaningful way. In addition to guiding visitors to these locations, the app will have a compendium of commonly used Romanian phrases and tips for connecting with the people of Brasov. An app like this could eliminate the things that give people anxiety about traveling, like language barriers and getting lost.I think that we should be invested in making sure that visitors are able to engage in and connect with the host cities.
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sources
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Page 2-3 kikiricky (https://commons.wikimedia.org/wiki/File:Brasov_Sunset.JPG), „Brasov Sunset“, https:// creativecommons.org/licenses/by-sa/3.0/legalcode
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Image 1: ThE cRaCkEr (https://commons.wikimedia.org/wiki/File:Brasov_Panorama.jpg), „Brasov Panorama“, https://creativecommons.org/licenses/by-sa/3.0/legalcode Image 2: unknown. Image 3: http://adriancopcea.blogspot.com/search/label/Brasov Image 4: http://enjoyromania.net
Page 5 Image 1: Fu-Rai (https://commons.wikimedia.org/wiki/File:Panoramica_Poiana_Brasov.jpg), „Panoramica Poiana Brasov“, https://creativecommons.org/licenses/by/2.0/legalcode Image 2: unknown Image 3: image by Andrei-Daniel Nicolae. https://www.flickr.com/photos/adcolin/20663690319/in/ album-72157657820960822/ license: https://creativecommons.org/licenses/by/2.0/
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BrASov 2022