BOSTON 2024
BOSTON 2024 OLYMPICS BRANDING
CONTENTS 2 BRANDING BOSTON 6 THE CONCEPT 8 BRAND INSPIRATION 13 FINAL LOGOTYPE 21 APPLYING THE BRAND
BRANDING BOSTON?
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Boston, also known as “Beantown” or “The Hub”, is the 24th largest city in the United States with a population of nearly 600,000 people. The capital and largest city of Massachusetts, in the eastern part of the state on Boston Bay, an arm of Massachusetts Bay. Founded in the 17th century, it was a leading center of agitation against England in the 18th century and a stronghold of abolitionist thought in the 19th century. Today it is a major commercial, financial, and educational hub. We considered every aspect of Boston to brand the olympics to find what was the right choice to center our concept on. We created our brand in order to bring fourth the atmosphere of Boston to the worldwide audience.
BRANDING BOSTON /
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Our brand must be:
BOLD GRAPHICAL STEADY
UPRISING
THE KEYWORDS What should the brand look like? Our Boston 2024 brand considered the 4 keywords presented on the left to create a beautiful branding to represent the city. The brand should be bold in existence, but also have the exotic and graphical feel. It should have an uprising atmosphere to represent the idea of the evoving city. In addition, the brand should have a steady structure, where all components should work together as a whole set.
BRANDING BOSTON /
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THE CONCEPT:
EDUCATION IN BOSTON Have you ever questioned yourself, why does Boston have so much students? Here’s your answer with our brand. The Boston 2024 brand focuses on the concept of education in Boston. Boston is known for their high quality in education, where more than 60 institutions for higher education are located within Boston. While the city is also called the “Athens of Education“, the city has an inportant role of enriching student experience and support their educational growth. At the same time, we tied this idea to how the olympics is also a learning process for athletes. The Athletes are being educated to grow to an higher level, where they are enriched by their personal experiences.
CONCEPT / 7
BRAND INSPIRATION What provides a sense of education? Pencils, books, or the brain? Well we didn’t want these. They don’t work too well, since we didn’t throw the obvious motifs on the page. Considering the value of human growth in the city, we worked with an educational motif that summarized the growth ideal which can work together with the structure of the human figure. By doing so, we were able to achieve the goals of bringing forth the education growth aspect of the city of Boston.
8 / BRAND INSPIRATION
CONCEPT DEVELOPMENT We brought forth the energy of growth through the use of the tree of knowledge. This motif provided a sense of education growing through the ideas of the plant and nature. This motif was flexible in manipulation to make the brand have an atmosphere of the original structure, but also to not make it the obvious. This also made it possible for the brand to have the ability to fuse different aspects of education into a final structure.
9 / CONCEPT DEVELOPMENT
THE TREE Acted as the core structure of the brand which was manipulated
THE FIGURE The students who are educated through Boston’s supreme educational system.
THE LEAVES Bringing in the leaves from the tree of knowledge to still keep the atmosphere of the original structure
CONCEPT DEVELOPMENT / 10
11 / THE ENVIRONMENT
THE ENVIRONMENT Our design objective focuses on the idea of dimensions to create the edged feel from the city of Boston. This aspect of dimension is clearly used in our logotype to enforce the idea of the growing city. Boston was also observed as a very angular city from their style of buildings. Our brand brings fourth this atmosphere to create a logotype that’s unique to the city.
THE ENVIRONMENT / 12
FINAL LOGOT YPE Our final logo features the energy from the motif from the tree of knowledge, fused with the human motif to create a dynamic composition of educational growth. We used a diverse palette of colors to create a graphical atmosphere to our logo and also to harmonize the visual experience for our viewers in recognizing our brand.
FINAL LOGOTYPE / 14
COLOR INSPIRATION The colors were inspired from the various colors that were seen throughout Boston. Red, orange, yellow, blue, green and gray were used to mirror the colors of the Boston city, but also to harmonize with the colors of the olympic rings. The colors were divided into different hues and saturations to create a three-dimensional feel to different parts of the logo. The use of there colors also brought a graphical feel to our brand.
BRICK RED
VINTAGE ORANGE
SIGNAGE YELLOW
OFFICE BUILDING BLUE
15 / COLOR INSPIRATION
OCEAN BLUE
FOREST GREEN
GRASS GREEN
ROAD GRAY
COLOR INSPIRATION / 16
TYPOGRAPHY The Boston 2024 logo is a very structured piece. Therefore, the use of a structured typeface made sense to harmonize every single components of the logo. Avenir Lt Std was selected for use with the logo. The slight lightness creates a relationship with the bold logo, where the typography doesn’t interfere with the weight of the logo. Avant Garde Demi was used in application items to compete with the loudness from the images on the canvas, which Avenir couldn’t achieve. It also created a balance in the hierarchy on the page.
AVENIR LT STD 35 LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
17 / TYPOGRAPHY
ITC AVANT GARDE DEMI A B CD E F GH I J KL M NO P Q RST U VWXY Z abcdefghijklmnopqrstuvwxyz 1234567890
TYPOGRAPHY / 18
BOSTON 2024
Final logo in Color
19 / FINAL LOGO
Final logo in black and white
FINAL LOGO / 20
APPLYING THE BRAND While the Boston 2024 Olympic logo can function by itself, the logo was applied to a variety of stationaries and environmental graphics to get a sense of how they would work as a system. We envisioned the branding system to be created over the wide range of sports that take place in the olympics. For example, athletics would have a set of stationaries and environmental graphics to portray the sport. The system of the branding would be derived from the style that was created from the olympic logotype. At the same time, it would play its own role of promoting the certain sport and harmonizing the beauty in the logo.
APPLYING THE BRAND / 22
PICTOGRAPHIC SYSTEMS 4 pictographic icons to portray 4 of the many sports that are held in the summer olympics. The structures of the icons were influenced from the Boston Olympics Branding Logo, as well as thinking about how they can be applied to an additional branding system throughout the environment and stationeries. They were also crafted in consideration to how dynamic they would look if placed in various environments.
PICTOGRAPHIC SYSTEMS / 24
25 / POSTER
TICKETS / 26
7.17.24 OPENING CEREMONY the games of the xxxiii olympiad boston official programme
BOSTON 2024
27 / OPENING CEREMONY BOOKLET
WEBSITE / 28
29 / ENVIROMENTAL GRAPHICS
ENVIROMENTAL GRAPHICS / 30
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WELCOME TO BOSTON 2024