London 2026 | Branding Manual by James Nawka

London 2026 Commonwealth Games | Brand guidelines 2016

Histor y

Why?

Purpose

The Commonwealth Games is an international multi-sport event involving athletes from the Commonwealth of Nations. The first international games was held in London, England and the first official games called the British Empire Games was held in Canada in 1930.

London is putting forward its bid for the 2026 Commonwealth Games as it hasnâ&#x20AC;&#x2122;t held the games since 1934 when the event was known as the British Empire Games. Therefore the home of the games has never held the Commonwealth but only the British Empire games. In addition after the London 2012 Olympics we now have the facilities.

The purpose of this document is to:

LLProvide clarity on the purpose of the London 2026 identity. LLProvide general and design guidelines around the usage of the logo, pictograms and patterns.

London 2026 Commonwealth Games | Brand guidelines 2016

LOGOS The logos for the London 2026 Commonwealth Games has one version for the city hosting the games and is accompanied by an emblem for the national team.

ENG 3

London 2026 Commonwealth Games | Brand guidelines 2016

CANDIDATE CITY After being chosen as one of the cities that may be holding the Commonwealth games this is the logo you are expected to use prior to winning the bid.

Sponsors In the event that the logo is used along side a sponsor the CGF bar should not be included in the logo.

London 2026 Commonwealth Games | Brand guidelines 2016

THE BRAND IDENTITY Primar y Logo for London This unique and visually intriguing logo has a strong and meaningful design that is uniting the nation. The meaning behind the logo is uniting everyone in one place, as well as bringing attention to the fact that the Commonwealth is coming back to London, England. The design brings all the 9 regions of England together, this is represented with each point on the shards originating in the different regions.

London 2026 Commonwealth Games | Brand guidelines 2016

SOLID VERSIONS These have only been created for special circumstances (Internally, merchandise, stationery).

Black logo:

White logo:

One Colour variants:

Only use the white logo if you are working with a solid background colour or if using an image allowing sufficient contrast from the logo itself.

Theses are the only one colour variants of the logo that are to be used in special circumstances.

Only use the black logo in single colour applications, such as newsprint.

London 2026 Commonwealth Games | Brand guidelines 2016

RULES

25%

These are the fundamentals of the logo that should be abided to if any changes are to take place.

25%

Construction The logo should be proportional meaning that the CGF bar needs to be 25% of the final logo.

25% 25%

Exclusion Zone The surrounding area of the logo is showing the exclusion zone. This should be the same size as the letter â&#x20AC;&#x2DC;Oâ&#x20AC;&#x2122; in the word London. Nothing should enter this area.

London 2026 Commonwealth Games | Brand guidelines 2016

Isolation Area The isolation areas demonstrated to the right, are to be adheared to in the event of the Identiy being accompanied by a sponsor.

A minimum spacing of 2X must be maintained thoughout.

London 2026 Commonwealth Games | Brand guidelines 2016

LONDON2026

Dont Change Porportions

Dont Change The Typeface

Dont ’s when using the logo This document is here to ensure consistency and to protect the brand. All elements of the brand the fonts, logo, artwork and other items in the identity should not be altered in anyway.

Don’t Stretch It

Don’t Rotate It

Don’t Use Other Colours

Dont Add Visual Eﬀects

Don’t Apply to Complex Backgrounds

Always Ensure Legibility Against Colour

London 2026 Commonwealth Games | Brand guidelines 2016

Emblem for England in the Commonwealth Games.

COMPOSITE LOGO This composite logo incorporating the bar is the emblem to be used to represent Englandâ&#x20AC;&#x2122;s team participating in the games.

Emblem to be used on the England teams equipment and kit.

ENGLAND

London 2026 Commonwealth Games | Brand guidelines 2016

Minimum Size Print 25mm Digital 60 Pixels

RULES Exclusion Zone The surrounding area of the Emblem is the exclusion zone. This should be the same size as the ‘D’ in the word England. Nothing should enter this area.

Dont ’s when using the emblem When used the emblem should only appear on a white background. It shouldn’t be one colour or be placed on another backing colour. This document is here to ensure consistency, legibility and to protect the emblem.

X 12

London 2026 Commonwealth Games | Brand guidelines 2016

B L AC K

WHITE

C M Y K : 0 . 0 . 0 . 10 0 .

CMYK: 0. 0. 0. 0.

RGB: 0. 0. 0.

RG B : 255. 255. 255.

P M S 1 37

P M S 3 0 05

C M Y K : 0 . 3 4 . 91 . 0 .

C M Y K : 10 0 . 3 0 . 0 . 6 .

R G B : 255. 20 4 . 51 .

R B G : 0 . 1 53. 20 4 .

COLOUR PALETTE The official colours of the Commonwealth games and are to be used through out the Identity.

Trinity Colours Each colour has its own meaning.,this is part of the CGF trinity values. True Red - Unifying Humanity Triumph Yellow - Giving athletes a chance to realise their Destiny. Heritage Blue - Promoting Equality.

PMS 186 C M Y K : 0 . 91 . 76 . 6 . R G B : 20 4 . 0 . 0 .

London 2026 Commonwealth Games | Brand guidelines 2016

100%

TINTS All the increments on this page are allowed to be used from the colour palette provided. These swatches are created by manipulating the colours tint and not the opacity.

50%

25%

London 2026 Commonwealth Games | Brand guidelines 2016

TYPOGRAPHY To keep the type consistent, we stick to a typeface family for headings. When they are used correctly it keeps in symphony with the identity. The heading typeface LONDON2026 can be downloaded from www.jamesnawka.com LLLONDON2026 is the main typeface that should only be used to accompany the event logo. LLFutura Medium is to only to be used in conjunction with the event typeface. This means it can be used as a subheading in the same section.

London 2026 Commonwealth Games | Brand guidelines 2016

Italic

BODY TEXT To keep the theme fluid and legible thoughout the brand, the Aller typeface family has been used throughout all body copy. The typeface family used in the identiy can be purchased through www.daltonmaag.com

London 2026 Commonwealth Games | Brand guidelines 2016

EVENT PICTOGRAMS Each of the chosen sporting events for the games is to use one of the following pictograms as its icon.

London 2026 Commonwealth Games | Brand guidelines 2016

Minimum Size Print 25mm Digital 60 Pixels

RULES 25% of Pictogram Diameter

Exclusion Zone To ensure the legibility of the pictograms, the exclusion zone should be kept clear at all times.

Diameter

The protected area should be 25% of the pictograms diameter. When illustrating all the pictograms they should be layed out in a grid format.

25% Minimum

London 2026 Commonwealth Games | Brand guidelines 2016

PICTOGRAM VERSIONS White Icon: White Icon

Only use the white Pictogram if youâ&#x20AC;&#x2122;re working with a solid background colour or if using an image allowing sufficient contrast from the logo itself.

Black Icon

Black Icon: Only use the black Pictogram in single colour applications, such as newsprint.

One Colour variants: Theses are the only one colour variants of the Icons that are to be used in special occasions this Including black and white.

One Colour Variants

London 2026 Commonwealth Games | Brand guidelines 2016

X X

ACCOMPANYING PATTERN The pattern follows the geometric shapes found in the events logo. The Triangles represent the public and the Logo represents the Olympic Stadium, giving you the sense of looking at the event from an aerial view.

Size: The size of the triangles making up the shape is to be the same as ‘X’ as its an equilateral triangle it apples to all sides.

Logo Safe Zone: When the logo is used with the pattern the safe zone changes. This relies on less white space and allows the pattern and logo to be in symphony.

Spacing around logois always the size of the ‘O’ in London (Minimum).

Equilateral TriangleHeight is always the same as‘London 2026’

London 2026 Commonwealth Games | Brand guidelines 2016

PATTERN PALETTE The colours used follow the guidelines set by the Commonwealth Games and are to be stuck to with the acception of incorporating different tints of the palette.

PMS 186

P M S 1 37

P M S 3 0 05

C M Y K : 0 . 91 . 76 . 6 .

C M Y K : 0 . 3 4 . 91 . 0 .

C M Y K : 10 0 . 3 0 . 0 . 6 .

R G B : 20 4 . 0 . 0 .

R G B : 255. 20 4 . 51 .

R B G : 0 . 1 53. 20 4 .

TINT 80%

T I N T 20 %

London 2026 Commonwealth Games | Brand guidelines 2016

Stationer y Offical stationery of the games should only include the pattern and the events identity. Accompanied by any necessary information on the documents.

London 2026 Commonwealth Games | Brand guidelines 2016

Event Tickets All event tickets should adhere to the template shown above with the acception of changing the details, Colours and the pictograms. The colour palette shown previously should still be stuck to throughout the games branding. 23

London 2026 Commonwealth Games | Brand guidelines 2016

Posters These are 9 of the posters to be used in the event. Each makes use of the pattern as a single colour background. The images should be styled using a technique known as low poly to keep the whole image in symphony.

Mega 6.

London 2026 Commonwealth Games | Brand guidelines 2016 Mega 48.

96 Sheet.

Golden Square.

Adshel.

Mega 96.

Other Adver tising Due to the size of the games other advertising signages will be needed. Above are examples of how the posters should be sized for the different sizes.

London 2026 Commonwealth Games | Brand guidelines 2016

Event Tokens The pictograms to the right have been turned into tokens. These will be an additional incentive for attendees to collect, to commemorate the event. With every event you attend you will receive a token of that event. https://vimeo.com/160595671

London 2026 Commonwealth Games | Brand guidelines 2016

Purchasable pictogram collection in display box.

London 2026 Commonwealth Games | Brand guidelines 2016

Merchandise The merchandise of the games should adhere to the guidelines stated previously. Here are a few Items that have been put forward accompanying the branding.

London 2026 Commonwealth Games | Brand guidelines 2016

Social Media Mock up designs of how the social media pages might look using the branding guidelines. Both facebook and instagram using the logo as the main profile picture.

London 2026 Commonwealth Games | Brand guidelines 2016

Logo Animation The intro animation for the logo consists of the individual blocks rotating and coming into focus to show the logo. Mock up animation: https://vimeo.com/163687913

London 2026 Commonwealth Games | Brand guidelines 2016

OTHER APPLIC ATIONS This is another potential use for the Identity. Which is to have a bronze sculpture made and placed somewhere iconic in London to mark the return of the event. Image taken at Towerhill, London. 32

London 2026 Commonwealth Games | Brand guidelines 2016

The Games Trophie This is the trophie that will be awarded to the winning nation.

London 2026 Commonwealth Games | Brand guidelines 2016

Medals The medals are symbols of this historic event. The games started in London and has now returned. The medal revives the original design from the 1934 games aswell as incorportating the event Logo. The games will be â&#x20AC;&#x2DC;History in the makingâ&#x20AC;&#x2122;. 34

London 2026 Commonwealth Games | Brand guidelines 2016

EVALUATION London was where the Commonwealth Games started, but that the capital hasn’t held the games since 1934 when it was called the British Empire Games.

My final major proposal started out with the intention of doing an identity for the London Olympics. This changed soon after getting my first draft checked due to the fact I had touched on it in the past, therefore, I was pointed in the direction of another sporting event called The Commonwealth Games.

After weeks of doing research and learning about branding and the games, I followed a tip from one of the books I had read that was to stay away from a computer and just sketch ideas for the logo whenever it comes to mind. I did this for a week. At the end, I had three sketches I wanted to take forward. After a lot of testing, I ended up with my event logo that was derived from the shape of England and its regions, along with an emblem for the England team.

I had no knowledge what so ever about this event and because of this I was able to approach it as if the Commonwealth Games Federation (CGF) was asking me to do the branding. I had only touched on branding slightly in the past, but I didn’t have any knowledge of how to approach a task like this. To start off, I needed to understand how graphic designers went about a branding project, therefore, I dove into the reading list as well as reading a few articles online along with a famous branding book Logo Design Love. It was only after reading this book that I was able to approach the task at hand, as a professional would.

Now that I had the logo and emblem I was able to move onto developing them further. Due to having the guidelines document I was able to have a lot of structure to what I was producing. To start out I wanted to test out typography as I felt it was the next biggest aspect after creating the logo. After looking at different fonts it was clear that Futura Medium worked best with the logo, this is because it had sharp pointed corners similar to the logo’s geometric shapes. I still wanted my logo to have more of an edge and to have a style of its own, so I went a little further in styling Futura to match up to the logo. This lead me to create a new font that I ended up calling London2026. Due to the nature

To really start the project I had to have knowledge about the event. During my research, I found it wasn’t too different from the Olympics apart from the teams sports and venues involved. One venue I did go down was researching previous events and learning visually about the colours and compositions. Not only did this lead me to find brand guidelines for the CGF, but the fact that 35

London 2026 Commonwealth Games | Brand guidelines 2016

of the event I felt that it would need a body font to follow the headline font, so after looking on the web I found a font called Aller that I was able to get through Dalton Maag. I chose this font for a couple of its unique letters.

poster and the identity in symphony with each other. All in all, the project was difficult as a lot of thought had to go into it so that if I was to hand it off to someone else, they would be able to produce what I had in the branding guidelines document. If I was to do the project again, I believe that I would focus more on the digital side of the branding making an introduction video or an advert for the games. I am proud of what I created as I can see working real life applications of it.

A lot of the development was setting the guidelines for the document itself. One of the hardest aspects would have to be the proportions and sticking to them. I can see why designers donâ&#x20AC;&#x2122;t like having a design brief. I wanted to take the brief further than just coming up with a brand identity. This is when I moved onto designing pictograms as it was one of the building blocks of any multisport event. A lot of development went into each of the pictograms starting with stickmen and slowly working my way to the 10th â&#x20AC;&#x201C; 15th iteration which was the final pictogram but also styled using the shapes found in the Logo. After putting together all the necessary design elements I wanted to further the brand that I was designing and make a campaign. This was the hardest part for me as this, on its own, is a project. I started by creating a pattern to accompany the logo and then moved onto combining the two. This lead me to how I wanted to stylise the sports characters that I traced for the posters with a low poly style. It was making every element of the

London 2026 Commonwealth Games | Brand guidelines 2016

Bibliography Books

Website

Alina Wheeler, 2012. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. 4 Edition. John Wiley and Sons.

. 2016. . [ONLINE] Available at: https:// www.daltonmaag.com/. .

David Airey, 2014. Logo Design Love: A Guide to Creating Iconic Brand Identities, 2nd Edition. 2 Edition. Peachpit Press. Steven Heller, 2012. 100 Ideas that Changed Graphic Design. second edition Edition. Laurence King Publishing. John Ingledew, 2011. An A-Z of Visual Ideas: How to Solve Any Creative Brief. Edition. Laurence King Publishing. Heller, 2010. Graphic: Inside the Sketchbooks of the Worldâ&#x20AC;&#x2122;s Great Graphic Designers. 0 Edition. Thames & Hudson. Kiki Hartmann, 2011. Inspired: How Creative People Think, Work and Find Inspiration. Edition. BIS Publishers. Ian Noble, 2011. Visual Research: An Introduction to Research Methodologies in Graphic Design. 2nd Edition. AVA Publishing.

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List of type designers - Wikipedia, the free encyclopedia. 2016. List of type designers - Wikipedia, the free encyclopedia. [ONLINE] Available at: https://en.wikipedia.org/wiki/List_of_ type_designers#United_Kingdom. Commonwealth Games Federation Glasgow 2014, Gold Coast 2018. 2016. Commonwealth Games Federation - Glasgow 2014, Gold Coast 2018. [ONLINE] Available at: http://www. thecgf.com/. 1934 British Empire Games Wikipedia, the free encyclopedia. 2016. 1934 British Empire Games - Wikipedia, the free encyclopedia. [ONLINE] Available at: https:// en.wikipedia.org/wiki/1934_British_ Empire_Games. White City Stadium - Wikipedia, the free encyclopedia. 2016. White City Stadium - Wikipedia, the free encyclopedia. [ONLINE] Available at: https://en.wikipedia.org/wiki/White_ City_Stadium. [Accessed 21 April 2016].