ISTANBUL 2024 OLYMPIC GAMES
Brand Manual
ISTANBUL 2024 OLYMPIC GAMES
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The Brand Universe
The Istanbul 2024 Olympic Games Brand
1.1 | Guidelines
2.1 | Olympic Emblem
2.13 | Olympic Emblem: Minimum Size
1.2 | Olympic Vision and Mission
2.2 | Olympic Rings
2.14 | Unacceptable Uses
1.3 | Olympic Spirit
2.3 | Olympic Slogan
2.15 | Image Library
1.4 | Presentation
2.4 | Typography
2.16 | Business Stationery
1.5 | Inspiration and Concepts
2.5 | Primary Typeface
2.17 | Business Cards
1.6 | Brand Essence
2.6 | Secondary Typeface
2.18 | Letterhead
1.7 | Brand Attributes
2.7 | Primary Color Palette
2.19 | #10 Envelope
2.8 | Secondary Color Palette
2.20 | Environmental Signage
2.9 | Pictograms
2.21 | Ephemera/Packaging
2.10 | Secondary Marks
2.22 | Print
2.11 | Olympic Emblem: Full-color
2.23 | Website/Mobile
2.12 | Olympic Emblem: One-color
2.24 | Contact Information
TABLE OF CONTENTS
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THE BRAND UNIVERSE
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1.1
1.2
Guidelines
Olympic Vision and Mission
The Olympic brand expresses the vision and values of the Istanbul 2024 Games. It is the visual representation of the ideals of the city, its people, its culture and the Olympic Movement—in addition to being a valuable marketing property. To preserve the official brands, guaranteeing their integrity and emotional value is essential for the maintenance and continuity of the Olympic Movement.
The goal of the Olympic Movement is to inspire, excite, and unite individuals all around the world. The olympics should be a huge celebration that brings people from all backgrounds and cultures together to celebrate sports.
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The mission of the Istanbul 2024 gamres is to encourage and support the promotion of ethics in sport as well as education of youth through sport and to dedicate its efforts to ensuring that, in sport, the spirit
of fair play prevails, to ensure the regular celebration of the Olympic Games; to encourage and support the organization, development and coordination of sport and sports competitions, etc. The bid city promises that people will have a very unforgettable and cultural experience. While visiting people will be able to participate in Istanbul’s many traditions. Like attending the Blue Mosque, or shopping at the Grand Bazaar. They will also be able to ride the Great Horn cruises along the edge of the city.
1.3 Olympic Spirit The Olympic Spirit is expressed by Achievement and Excellence. Achievement
Excellence
Going beyond your limits, overcoming challenges with joy, drive, motivation and energy. These are the virtues that that make the Olympics great. The Istanbul 2024 Olympic Games brand is a living example of transformation though sports. Its energy is contagious, mobilizing people and expanding opportunities and horizons. It promotes and fosters Olympic values in our lives.
Istanbul 2024 is a brand that balances spontaneity and commitment with quality, lightness and attention to detail. It knows that all that is truly unique requires a combination of inspiration and refinement. It is a creative, yet careful approach, capable of writing an exciting and unique story.
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1.4 Presentation More than a form, more than a font and the colors that compose its material expression, a brand needs to have a soul. It is a combination of values and beliefs that give the brand a more human dimension, drawing people in and creating a connection. This Chapter contains the conceptual framework that gave birth to the Istanbul 2024 Olympic Games brand. In addition to the principles and inspiration that guided the creative process, the following content also includes the Essence of the Istanbul 2024 Olympic Games brand.
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1.5
1.6
Inspiration and Concepts
Brand Essence
Istanbul 2024 is a brand born to represent the Passion and Transformation of a city and the entire country—and project its distinctions to the world. The Istanbul 2024 Olympic brand expresses unity, inspires achievement and optimism. It is a living vibrant mirror of a city that expresses diversity and joy. Inspiration and concepts that guided the creation of the brand originated from a simple, yet powerful idea: what distinguishes our city and makes the Olympic Games a truly grand event are the people, their nature, their feelings and aspirations.
Aimed at fostering a celebratory atmosphere and creating memorable experiences, the Istanbul 2024 ‘look’ is far more than a mere branding exercise – these designs will be a source of inspiration, bringing people and cultures together. Venues, products, uniforms – everything associated with the Istanbul 2024 Olympic and Paralympic Games, will have this stamp. The city will put on its best clothes to host the greatest sporting spectacle on the planet.
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Inspired by the rich landscapes of
Turkey and Istanbul – full ofextensive hillsides, rivers and lush foilage – the city’s best-loved icons, including the Bosphorus Brige and the Blue Mosque, will all take part in the celebration. Each with their own iconic identity, will host Olympic football matches. Our visual language is based on the simple pebble and the Istanbul 2024 typeface, with organic forms that express motion and performance. The design arose from the contours of the Istanbul 2024 logos and the elastic illustrations and pictograms are an
1.7 Brand Attributes extension of this language. The first step in the creative process was to open our eyes to what was around us – the people, places, images, monuments, colors, smells, sensations... this wealth of inspiration became the focal point of a photographic immersion exercise, deepening our knowledge of the city’s visual highlights. It took a little over a year, but in the end we managed to recreate the outlines of this Marvellous City.
Istanbul is unique because it is placed in the location that bridges Europe with Asia. So when traveling by land, people need to pass through Istanbul to get to either place. This makes the city a cultural melting pot, with many different cultures meeting in one place. There are many mosques, and grand bazaars in Istanbul. The old architecture, mixes with modern to create an eclectic feel.
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THE ISTANBUL 2024 OLYMPIC GAMES BRAND
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2.1 Olympic Emblem Passion and Transformation Passion that unifies all Turks in organizing the Istanbul™ Olympic Games. Transformation in the pride of creating a new reality for progress. Passion through sports, reflected in the drive and desire for achievement. The passion of the soul that extends a warm and friendly embrace, in a collective gesture that expresses our contagious celebratory nature. Passion and transformation of a city and an entire country, fuelled by the renovation of the Olympic and
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Paralympic spirit, projecting Turkey and Istanbul to the world. Passion and transformation of our planet and its people, by promoting a more interdependent, conscious and sustainable culture, as an inspiration to the present and a legacy for the future.
Olympic Emblem
Olympic Rings
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Olympic Slogan
2.2
2.3
The Olympic Rings
Olympic Slogan
These form the principal symbol of the Olympic Games and the official logo of the IOC.
The Istanbul 2024 Olympic slogan, United in Passion, refelcts the spirit of the games.
The Olympic rings were conceived in 1913 by Baron Pierre de Coubertin, who was responsible for the rebirth of the Olympic Games in the modern era. The five interlinked rings represent the union of the five main continents. They are colored blue, yellow, black, green and red.
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2.4 Typography The Istanbul 2024 font depicts the essence of the Olympic emblems: Passion and Transformation. The boldness of this creation is not only in the design, but also in its importance for the design market in Turkey. Each letter expresses a characteristic of the Istanbul 2024 Games, its people and the city. The letters were designed with fast and fluid motions, suggesting the movements of the athletes in action. The strong contrast between thick and thin strokes was explored when testing the copy. The variety of
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the curves in the different letters has a unique informality, inspired by the joyfulness and warmth of the Turkish people. Two standardized fonts have been chosen for the Olympic brand identity. They are to be used in all printed and online communications. Each of the typefaces was selected for its visual compatibility with the Olympic emblem and for its ability to convey a personality that is consistent with our brand story. Only use the weights and styles shown on this page.
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Herculanum - cAPS A B C D E F G H I J K L M N O P Q R S T U V W XY Z 1 2 3 4 5 6 7 8 9 0 Herculanum - Regular abcdefghijklmnopqrstuvwxyz1234567890 Avenir - Book ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 Avenir - Book abcdefghijklmnopqrstuvwxyz1234567890
2.5
2.6
Primary Typeface
Secondary Typeface
Herculanum is a part of the 1990 program “Type before Gutenberg”, which included the work of twelve contemporary font designers and represented styles from across the ages.
Adrian Frutiger designed Avenir in 1988, after years of having an interest in sans serif typefaces. In an interview with Linotype, he said he felt an obligation to design a linear sans in the tradition of Erbar and Futura, but to also make use of the experience and stylistic developments of the twentieth century.
Herculanum is a work of Swiss typeface designer Adrian Frutiger. It takes its name from the city of Pompei, and ancient Roman writings of the 1st century influenced its design. Herculanum is distinguished by its broad characters with narrow strokes and its willful character.
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The word Avenir means “future” in French and hints that the typeface owes some of its interpretation to Futura. But unlike Futura , Avenir is not purely geometric; it has vertical strokes
that are thicker than the horizontals, an “o” that is not a perfect circle, and shortened ascenders. These nuances aid in legibility and give Avenir a harmonious and sensible appearance for both texts and headlines.
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C 10 M 100 Y 89 K 2
C 81 M 33 Y 10 K 0
R 213 G 10 B 47
R 21 G 139 B 189
2.7 Primary Color Palette It is important that the full-color version of the Olympic Emblem maintain a consistent appearance of the logo and all visual communications across various media types and materials. Using colors consistently in all communication will strengthen brand recognition, create impact and differentiate our programs.
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C 82 M 8 Y 100 K 1
C 6 M 27 Y 96 K 0
C 75 M 68 Y 67 K 90
R 23 G 164 B 66
R 241 G 187 B 43
R0 G0B0
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C 100 M 86 Y 17 K 3
C 100 M 89 Y 29 K 17
R 7 G 64 B 138
R 7 G 51 B 111
2.8 Secondary Color Palette When not using the full-color version of the Olympic Emblem it is important to recognize and utilize the secondary color palatte. The secondary colors can be used for the emblem, branding, appearance of visual communications across various media types and materials.
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C 32 M 0 Y 4 K 0
C 2 M 60 Y 94 K 0
C 1 M 82 Y 95 K 0
R 165 G 221 B 239
R 240 G 129 B 46
R 238 G 83 B 42
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2.9 Pictograms Sport pictograms are graphic icons facilitating the visual identification of each sport and are a Games tradition. In 2024, each Olympic sport will be represented by a unique pictogram for the first time. The Istanbul 2024 have 12 pictograms.
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The pictograms that have been designed to date were inspired by the follwing sports: • Track and Field • Basketball • Fencing • Soccer • Archery • Volleyball • Cycling • Boxing • Swimming • Weightlifting • Tennis • Diving
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When certain constraints prevent the use of the primary full-color version of the Olympic Emblem, use one of the alternative secondary marks.
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2.11 Olympic Emblem: Full-Color The full-color version of the Olympic Emblem is the primary use of the identity system. It is strongly recommended that this version be used in branded applications whenever possible. CMYK reproduction files are available for specific application requirements.
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2.12 Olympic Emblem: One-Color When reproduction constraints prevent the use of the primary full-color version of the Olympic Emblem, use one of the alternative one-color versions. See the artwork finder on page xx for complete specifications and files.
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2.13 Olympic Emblem: Minimum Size To ensure the integrity of the full-color version of the Olympic emblem, do not reduce its width to less than xx� for print or special usage, and 4xx� inches for screen applications. Other reproduction methods will require the minimum size to be greater than the sizes identified here.
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width: 15mm
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2.14 Unacceptable Uses The consistent and correct application of the Istanbul 2024 Olympic logo is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the Istanbul 2024 Olympic logo. • Never substitute type in the logo. • Never alter the colors in the logo. • Never put other words or phrases inside the logo. • Never tilt the logo. • Never distort the shape of the logo.
• Never alter the proportions of the logo in any way. • Never add elements inside or over the logo. • Never rearrange the elements of the logo, unless there is a special usage. • Never reverse the brandmark to white, unless it appears over a colored or grayscale image for special uses such as an advertisement or automobile wrap.
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2.15 Image Library A carefully managed approach to selecting photography and illustration will distinguish the Istanbul Olympic brand and create a lasting impression. There are two general photographic categories for image selection, environments and people. Using images from these categories can help support the Olympic brand story. It is important to select imagery that is dynamic, celebratory, and emotionally engaging.
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2.16 Business Stationery Use the following specifications for the official Istanbul 2024 Olympics. Because businesses are constantly sending out communications, giving out business cards, and other office related items, it is important that businesses acquire and use a variety of different types of stationery. This can include custom stationery letterheads, envelopes, business cards, pens, pencils, invoice and compliment slips, brochures, folders, roller stands, contract proposals, quotes and estimates, letters of recommendation,
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thanks and apology, and more. By having a variety of different types of businesses stationery, they will be constantly marketing their businesses in a creative, professional, and nonintrusive manner. The stationery should be unique to the company with a distinct logo, memorable, high quality, and reflect the professionalism of the company.
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2.17 Business Cards The front of the business card contains the Istanbul 2024 Olympic emblem with slogan. All contact information and website are located on the back. Colors used full-color CMYK. The color used on the back is full-color CMYK. Stock used is Potlatch McCoy Silk Cover, 100#. Satin aqueous coating should always be used on both sides to ensure maximum quality and protection from scratching.
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2.18 2.19 Letterhead
#10 Envelope
The letterhead contains the Istanbul 2024 Olympic emblem with slogan, and contact information.
The #10 two-color square flap envelope contains the Istanbul 2024 Olympic emblem with slogan, and contact information. Colors used on the parent sheet of this converted envelope are full-color CMYK. Brilliant White. No acqueous coating is applied to this uncoated sheet. white space around the logo allows the logo to be prominent. A general writing space for the company, person, and address uses the margins below.
Colors used on the front of the letterhead are full-color CMYK. Brilliant White. No acqueous coating is applied to this uncoated sheet. Adequate white space around the logo allows the logo to be prominent.
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2.20 Environmental Sinage Signage helps people identify, navigate, and understand environments. All interior directional signage will utilize the Olympic emblem or secondary marks, and slogan using Avenir Book typeface and supporting photographic and illustrative imagery. Because businesses are constantly sending out communications, giving out business cards, and other office related items, it is important that businesses acquire and use a variety of different types of stationery. This can include custom stationery letterheads,
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envelopes, business cards, pens, pencils, invoice and compliment slips, brochures, folders, roller stands, contract proposals, quotes and estimates, letters of recommendation, thanks and apology, and more. By having a variety of different types of businesses stationery, they will be constantly marketing their businesses in a creative, professional, and nonintrusive manner. The stationery should be unique to the company with a distinct logo, memorable, high quality, and reflect the professionalism of the company.
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2.21 Ephemera & Packaging Ephemera helps people identify and experience the Istanbul Olympic brand story. All ephemera will utilize the Olympic emblem or secondary marks, and slogan using Avenir Book typeface and supporting photographic and illustrative imagery.
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2.22 Print Print communications inform, identify and experience the Istanbul Olympic brand story in a clear and engaging way. All print communications will utilize the Olympic emblem or secondary marks, and slogan using Avenir Book typeface and supporting photographic and illustrative imagery. Size specifications are: Width: 7.25 inches Height: 10.5 inches
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2.23 Website & Mobile The website contains the Olympic emblem with slogan, and contact information. It helps users understand how to take part in the games; information about the various sporting events; the city of Istanbul; how to get tickets; the Olympic Torch; News; and More.
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2.24 Contact Information
For Questions
Design Inquiries
Jacques Rogge, President main office 858 269 1216 jrogge@ istanbul2024.com istanbul2024.com
Ryan Wellington Account Executive phone 619 733 8818 ryanwellington@ olympic.org/faq
Olivia Hogelucht Creative Director, Designer phone 619 449 0814 olivia@hogeluchtcreative.com
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Ordering Information James Sedrick Account Executive phone 619 733 8818 jamessedrick@ olympic.org/ordering
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