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Istanbul 2024 brand manual
Table of Contents 3
1. THE BRAND UNIVERSE
2 . T H E 2 0 2 4 O LY M P I C G A M E S B R A N D
1.1| Guidelines
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2.1 | Olympic Emblem
1.2 | Olympic Vision and Mission
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2.2 | Olympic Rings
1.3 | Olympic Spirit
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2.3 | Olympic Slogan
1.4 | Presentation
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2.4 | Typography
1.5 | Inspiration and Concepts
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2.5 | Primary Typeface
1.6 | Brand Essence
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2.6 | Secondary Typeface
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2.7 | Primary Color Palette
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2.8 | Secondary Color Palette
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2.9 | Pictograms
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2.10 | Secondary Marks
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2.11 | Olympic Emblem: Full-color
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2.12 | Olympic Emblem: One-color
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2.13 | Olympic Emblem: Minimum Size
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2.14 | Unacceptable Uses
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2.15 | Image Library
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2.16 | Business Stationery
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2.17 | Business Cards
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2.18 | Letterhead
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2.19 | #10 Envelope
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2.20 | Environmental Signage
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2.21 | Ephemera/Packaging
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2.22 | Print
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2.23 | Website
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2.24 | Contact Information
Istanbul 2024 brand manual
1 the brand universe
a peaceful & better world 5
1.1. | GUIDELINES
1 . 2 | O LY M P I C V I S I O N A N D M I S S I O N
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 Olympics.
The goal of the Olympics is to contribute to building a peaceful and better world by educating youth through sport practiced without discrimination of any kind and in the Olympic spirit, which requires mutual understanding with a spirit of friendship, solidarity and fair play.
Istanbul 2024 brand manual
The Olympic Spirit is expressed by Achievement and Excellence.
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1 . 3 | O LY M P I C S P I R I T
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—respect, friendship and excellence—in our daily 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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more than a form 1 . 4 | P R E S E N TAT I O N
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 & beliefs that give the brand a more human dimension, drawing people in & creating a connection that can bridge the gap. 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, the Attributes of the Istanbul 2024 brand.
Istanbul 2024 brand manual
bringing the world together
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1 . 5 | I N S P I R AT I O N A N D C O N C E P T S
Istanbul 2024 is a brand born with a huge challenge: to represent the history and modernity of a city and the entire countries people— projecting 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, while embracing the entire world. Inspiration and concepts that guided the creation of the brand originated from a simple, yet powerful idea. Bringing the world together in a city that is centrally located, litterally briding the gap between two major continents. This distinguishes our city and makes the Olympic Games a truly grand event. We also had to match the personality of the people, their nature, their color, their feelings and aspirations.
Istanbul 2024 brand manual
the bosphorus river & geography
The physical positioning of Istanbul is a major concept in the design. Istanbul sits in a central location between the eastern and the western cultures. The bosphorus represents this literal bridge between the gap in cultural standpoints
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Istanbul 2024 brand manual
nationality | a represntation
The Turkish flag is one of vibrant colors representing its people. The flag is often called al bayrak (the red flag) and referred to as al sancak. It was an obvious choice to incorporate the cresent shape into our design in some way.
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the personality of a city | street ar t
The Istanbul 2024 brand is built with color. The use of so much color is inspired by the street art procured by the population of Istanbul. The personality of Istanbuls modern art and lasting architecture is a juxtaposition worth noting.
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built with color 17
1.6 | BRAND ESSENCE
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. Our visual language is based on the simple unity of two and the Istanbul 2024 typeface, with forms that express motion and unity. The design arose from the connotation that follows the Bosphorus
Bridge. One that bridges the gap between two entities. Contours of the Istanbul 2024 logos and the elastic illustrations and pictograms are an 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 personality of this marvellous city.
Istanbul 2024 brand manual
2 the istanbul olympic brand
T H E O LY M P I C S Y M B O L S
There are a series of immediately recognizable symbols that create the identity of the Games. These symbols transmit the Olympic values. They are the Olympic Rings and the Olympic Emblem.
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unity and color 21
2 . 1 | O LY M P I C E M B L E M
2 . 2 | T H E O LY M P I C R I N G S
Unity through sports, reflected in the drive and desire for achievement. The passion of the peoples soul that extends a warm and friendly embrace, across all cultures this is recogonized, no transition needed. A collective gesture that expresses our contagious celebratory nature.
These form the principal symbol of the Olympic Games and the official logo of the IOC.
Unity and transformation of a city and an entire country, fuelled by the renovation of the Olympic and Paralympic spirit, projecting Turkey and Istanbul in a positive light to the world.
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 he union of the five main continents. They are colored blue, yellow, black, green and red.
Unity of our planet & its people, by promoting a more interdependent, conscious and sustainable culture, aan inspiration to the present and a legacy for the future.
Istanbul 2024 brand manual
focal point created by the unity of two
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2 . 3 | O LY M P I C S L O G A N
bridging the gap This slogan represents the essence of the olympics. The world unity is extremely significant to this brand. Bringing together eastern and western civilizations is a reality through this event. Istanbul is idealy situated between western and eastern cultures being a central hub of the two. The slogan derives its meaning from the Bosphorus Bridge which litterlaly bridges a gap between a continental divide. This the slogan takes on a litteral and spiritual meaning, also bridging the gap between our differences.
Istanbul 2024 brand manual
ancient coexists with modern
trajan pro | bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Helvetica Neue | Light a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Helvetica Neue | Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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2.4 | TYPOGRAPHY
2 . 5 | P R I M A RY T Y P E FA C E
The typography utilized for the Istanbul 2024 olympic games needed to convey the longstanding eastern civilization influence that Istanbul carries, while still bringing the modern lifestyle of Istanbul to the table.
Trajan Pro | Bold:
Each font expresses a characteristic of the Istanbul 2024 Games. It’s people and the city are both well represented with the contrast of fonts. Istanbul is a unique place in which ancient architecture coexists with modern ideals. 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 were selected for their visual compatibility with the Olympic emblem and for the ability to convey a personality that is consistent with our brand story. Only use the weights and styles that are shown on this page.
Taken from the first-century letterforms originally etched on Rome’s famous Trajan Column, the letters didn’t actually become a typeface until 1989, when they were digitally scanned and recreated by typographer Carol Twomby. This typeface is more ‘strong’ & ‘old’ than Helvetica. Trajan demonstrates the ancient history of Turkey, a region in which some of the first advacnced civilizations sprung up. 2 . 6 | S E C O N D A RY T Y P E FA C E
Helvetica Neue | Light | Bold: This typeface was chosen for its friendly, complementary qualities to the strong and bold Trajan. The contrast is necessary to to bring out the dual ideas of ancient and modern. Helvetica bring the modern, clean, readablity to the table. Displaying a kind of soft-edged modernism.
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2 . 7 | P R I M A RY C O L O R PA L E T T E
C 44 130 R M 80 68 G Y 28 108 B K 21
C5 243 R M 22 195 G Y 99 26 B K0
C 85 27 R M 50 117 G Y0 188 B K0
C 16 206 R M 42 150 G Y 65 102 B K3
2 . 8 | S E C O N D A RY C O L O R PA L E T T E
C 44 130 R M 80 68 G Y 28 108 B K 21
C5 243 R M 22 195 G Y 99 26 B K0
C 85 27 R M 50 117 G Y0 188 B K0
C 16 206 R M 42 150 G Y 65 102 B K3
C 44 130 R M 80 68 G Y 28 108 B K 21
C5 243 R M 22 195 G Y 99 26 B K0
C 85 27 R M 50 117 G Y0 188 B K0
C 16 206 R M 42 150 G Y 65 102 B K3
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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 realistic pictogram for the first time. The Istanbul games have 64 pictograms. A small collection is shown here.
Istanbul 2024 brand manual
2 . 1 0 | S E C O N D A RY M A R K S
When certain constraints prevent the use of the primary full-color version of the Olympic Emblem, use one of the alternative secondary marks. The rings can be aranged in numerous ways for photo overlays as long as the strong focal point remains.
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2 . 1 1 | O LY M P I C E M B L E M : F U L L - C O L O R
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. 2 . 1 2 | O LY M P I C E M B L E M : O N E - C O L O R
When reproduction constraints prevent the use of the primary full-color version of the Olympic Emblem, use one of the alternative one-color versions. these are selections from the color pallette, as well as neutrals. Overlay effects are encourags for a more cohesive design. 2 . 1 3 | O LY M P I C E M B L E M : M I N I M U M S I Z E
5 picas
To ensure the integrity of the full-color version of the Olympic emblem, do not reduce its width to less than 5 picas for print or special usage, and 1 inche for screen applications. Other reproduction methods will require the minimum size to be greater than the sizes identified here.
Istanbul 2024 brand manual
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2 . 1 4 | U N A C C E P TA B L E U S E S
The consistent and correct application of the Parron Hall Office Interiors 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 / phrases inside the logo. • Never tilt the logo. • Never distort the shape of the logo. • Never alter the proportions of the logo. • 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 acolored or grayscale image for special uses such as an advertisement or automobile wrap.
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2 . 1 5 | I M A G E L I B R A RY
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.
Istanbul 2024 brand manual
istanbul and it’s people
A main point in the photography of the 2024 Istanbul brand will be Istanbul itself. This includes city scapes, street art, and other cultural situations. This will enhance the brands cultural awareness and show istanbuls diversity.
capturing the inspired moments
Action photography is key for the brand. Focus should be placed on photos that feature athletes in interesting positions that capture the olympic spirit. The logo can be incorporated in creating a focal point with these images to promote.
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2.19 | #10 ENVELOPE
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. Stock used is Mohawk Navajo Writing, 28 lb. Brilliant White. No acqueous coating is applied to this uncoated sheet. All Istanbul 2024 Olympic address information and supporting line art is placed on the back flap. Adequate white space around the logo allows the logo to be prominent. A general writing space for the company, person, and address uses the margins shown to the left. 2.17 | BUSINESS CARDS
ÖĞÜT SK., TURKEY
w w w.
The front of the business card contains the Istanbul 2024 Olympic emblem with slogan. All contact information and website are located on the back. The type on the back will be a relief. 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 durability; providing protection from scratching.
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2 . 2 0 | E N V I R O N M E N TA L S I G N A G E
Signage helps people identify, navigate, and understand environments. All interior directional signage will utilize the Olympic emblem or secondary marks, and slogan using typeface and supporting photographic and illustrative imagery. 2 . 2 1 | E P H E M E R A / PA C K A G I N G
Ephemera helps people identify and experience the Istanbul 2024 brand story. All ephemera will utilize the Olympic emblem or secondary marks, and slogan using perscribed typefaces and supporting graphic imagery.
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2.22 | PRINT
Print communications inform, identify and experience the Istanbul 2024 brand story in a clear and engaging way. All print communications will utilize the Olympic emblem or secondary marks, & slogan using perscribed typefaces and supporting photographic and illustrative imagery.
Istanbul 2024 brand manual
a desktop site creates oppor tunity to tell a story
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2 . 2 3 | D I G I TA L
Digital communications inform, identify and experience the Istanbul 2024 brand story in a clear and engaging way. Digital communications will utilize the Olympic emblem or secondary marks, and slogan using the perscribed typeface & supporting photographic / illustrative imagery.
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2 . 2 4 | C O N TA C T I N F O R M AT I O N
Jacques Rogge, President main office 858 269 1216 jrogge@ rio2016.com rio2016.com BEL For Questions Name Account Executive phone 619 733 8818 name@ olympic.org/faq Design Inquiries Tom Williams Creative Director, Designer phone 619 733 8818 courtney@seabrightstudio.com Ordering Information Name Account Executive phone 619 733 8818 name@olympic.org/ordering Legal Information olympic.org/legal
Istanbul 2024 brand manual