Gardena-Gröden case by Total Public

GARDENA-GRÖDEN CAN MAKE YOU A STAR

TOTAL IDENTITY

GARDENA-GRÖDEN CAN MAKE YOU A STAR

VAL GARDENA, GRÖDEN, GHERDEÏNA

HERE’S A MOUNTAIN THAT CAN MAKE YOU FAMOUS

CORPORATE IDENTITY – NEUER MARKE FÜR GRÖDNER SKI-HÖHEPUNKT

A NEW START

TALKING ABOUT FAME

GARDENA-GRÖDEN CAN MAKE YOU A STAR

An event like the FIS Alpine Ski World Cup in Val Gardena / Gröden is quite a personality. It is known all over the world, not only by ski fanatics, but also by the general public. And it has become famous because of its continuing ambition to be a special event. The World Cup in Val Gardena/Gröden has a pioneering tradition that has led it to be an event that is visited with pleasure by both the skiers and the public. The event itself is broadcasted worldwide. The Ski World Cup in Val Gardena is facing new challenges, varying from keeping up with the pace of international sports events to global warming. Total Identity was called upon to build a new corporate identity for the event, that can lead it into the future.

VAL GARDENA, GRÖDEN, GHERDEÏNA

As said, the Ski World Cup in Val Gardena has a very special personality, which is built by its origin. Val Gardena/Gröden is a special place. It has a very own culture, boasts three languages (Italian, German and ‘Ladin’, a retro-romanic language) and is populated by diligent and creative people, that for centuries have been traveling the world, to sell their famous wood cut art. On the one side a recognizable and closed community in a valley, on the other a pioneer people. Skiing became popular in Val Gardena/Gröden when local soldiers, who used skiing for military purposes, returned to the valley after World War I. The area proved to be very attractive for this sport and attracted other skiers from elsewhere. The organization of races dates back to shortly after WWI and developed into the first edition of the Val Gardena World Cup in 1968. The event has since then been a fixed and valued part of the FIS Alpine Ski World Cup series. In turn, the event made Val Gardena/Gröden well-known worldwide as an attractive leisure resort, both in winter and summer.

At this time, the event faces challenges that urge it to redefine its identity. Competition in the racing business is heavy, as new events come up and claim a position. Winter sports are a very attractive, but somewhat monolithic economic driver. Environmental issues such as global warming call for new answers to traditional demands. The significance of the event for the economic development of the region needs to be preserved as an integrated part of the event; however, by professionalizing the organization, contact is lost somewhat with its traditional base: the people and organizations of the Gardena valley. The approach used in the development of the GardenaGröden corporate identity was to define and analyze the corporate story of the event and use the basic elements that could be derived from that to be extended into the future: what made the event? And what will be making it?

Pride

Heroes

Pioneers

Professionals

Stars

Alpine

Sport

Triumph

Central task

Dedication

Assumption

Characteristic

VALUES

Passion

Conprehensive value

Ability

Added value

Rituals

Motive

Nature

Goal

Challenge

Wish

Fame

Conprehensive theme THEMES

Conquest

Identity matrix Gardena-Grรถden

HERE’S A MOUNTAIN THAT CAN MAKE YOU FAMOUS

The fame of the FIS Alpine Ski World Cup in Val Gardena/ Gröden has led to a presentation that reflects the pioneering tradition of the people who initiated and developed the event. First of all, the event was named in a very recognizable way. As of now, the name is simply ‘Gardena-Gröden’. Because this event is famous and therefore self-evident. Further, a claim was added to the presentation: Gardena-Gröden is ‘Passion and Performance’. Because this event is driven by people with passion and aimed at performance. It best describes the characteristics of this event. But above all, a new symbol was created that reflects the personality of Gardena-Gröden. This symbol, a star, combines the elements of sports and local spirit with the ambition of the organizers itself and of the participants. There is a slope, there is the Saslong mountain, there are over 800 volunteers that can make you famous. Through professionalism, passion and performance. Gardena-Gröden can make you a star.

CORPORATE IDENTITY – NEUER MARKE FÜR GRÖDNER SKI-HÖHEPUNKT

WELTCUPSTERN Der Grödner Ski-Weltcup hat ein neues Corporate Design. Es stammt aus den Niederlanden, hat aber auch Grödner ‘Blut’

GOLD CARD AR A RD rd autorizza La Gold Card ard a l’accesso al Central VIP V Stand e alla Gold Lounge. ard a ermächtigt den Die Gold Card m Central VIP Stand und Zutritt zum ounge. o zur Gold Lounge. Saslong Classicc Club Str. Dursan 37 rristina (BZ) I–39047 St. Christina 3450 3 T. +39 0471 793450 3496 3 F. +39 0471 793496 org info@saslong.org org www.saslong.org

Wolkenstein – Total Identity nennt sich die nieder ländische Agentur, die im Auftrag des veranstaltenden ‘Saslong Classic Club’ ein neues Corporate Design für die Grödner Weltcuprennen ausgearbeitet hat. Wieso eine niederländische Agentur? Der Kontakt kam zustande, weil Total Identity mit Manuel Demetz ein Grödner Projektleiter hat; Designer Wilco Lensink hat darüber hinaus einen Lehrauftrag an der Fakultät für Design der Freien Universität Bozen. Total Identity genießt übrigens international einen guten Ruf – unter anderem begleitete die Agentur die Olympiakandidatur von Leipzig. Ein blau-goldener Stern wird künftig das Erscheinungs bild der Grödner Traditionsveranstaltung prägen und Drucksorten, Kleidungsstücke und Transparente zieren. Der Stern soll die Top-Leistungen der Athleten und die hochprofessionelle Arbeit der Weltcup-Organisatoren versinnbildlichen und wird ergänzt durch den Schriftzug ‘Passion and Performance’. ‘Die neue visuelle Identität sollte die Verbindung zu Gröden nicht leugnen, jedoch für die internationale Skiarena und im Zusammenspiel mit der neuen Dachmarke kompatibel sein und dennoch dem Saslong Classic Club die erwünschte Eigenständig keit geben’, heißt es bei Total Identity. Mit dem neuen Corporate Identity, das pünktlich zum 40-Jahr-Jubiläum der Grödner Ski-Weltcuprennen kommt und das etwa 50.000 Euro gekostet hat, möchte der Saslong Classic Club die eigene Weltcup-Marke stärken. Es ist ein bemerkenswerter Schritt, der einmal mehr beweist, dass Südtirols internationale Sportveranstaltungen längst funktionieren (müssen) wie ein echter Unternehmen. Südtiroler Wirtschaftszeitung, 28 september 2007.

A NEW START

The main symbol was extended into a set of basic elements: colour, form language, typography and grid. Based on this set, the communication instruments were designed, varying from entrance tickets to flags and banners, and from the website to the actual award. The new identity was introduced in an event with all the people involved, using a short film about the corporate story as a basis for the concept and design. All aspects of the corporate identity (both strategic, communicative and design-oriented) were included in a design manual, that was used by the organization to implement the new presentation. The 2007 issue of the event was the first to show the new corporate identity.

DOWNHILL PARTENZA | START m 2249

PISTA SASLONG ASLONG STRECKE

SPINEL m 2091 (56,9%) SAUT DI MORO m 2018 (36,9%)

SLALOM PARTENZA | START m 2000

MURI DI SOCHERS MAUERN m 1900 (55,9%)

SASLONG B

VIDEO WALL

TRASPORTO TRANSPORT

GOBBE DEL CAMMELLO KAMELBUCKEL m 1813 Salto | Sprung: min. 50 m - max 88 m

VIDEO WALL

CIASLAT m 1720 NUCIA m 1550 (51,6%)

CASTEL GARDENA FISCHBURG

SCHUSS

VIDEO WALL

TEAMS/ MEDIA

SASLONG LIFT A

m 1410 ARRIVO | ZIEL CENTRAL VIP STAND GOLD LOUNGE

PASSION PASS PA SSIIO SS ION AN A AND ND D PERFORMANCE PERFORM RMAN NCE

14–15.12.2007

40 SASLONG CLASSIC 14/12/2007 ore 12:15 Pista Saslong S. Cristina Omaggio Generico C/N: A0020292 00003543

SF: 38FB9687A1CAAD7B

SPORTS PARTNER

MEDIA PARTNER

Settore A - Sector A Prezzo: 0,00 + 0,00 TOTALE: 0,00 EUR Organizzatore: Gardena Gröden Club CF 01657370217 Emesso: 05/12/2005 18:40 da ATTRACTIVE.IT SRL CF 02197901206 per la vendita da parte di Juniper Extensible Solutions 01692370222 3430

B TITLE PARTNER

REGION PARTNER

40 SASLONG CLASSIC 14/12/2007 ore 12:15 Pista Saslong S. Cristina Omaggio Generico C/N: A0020292 00003543

SF: 38FB9687A1CAAD7B

SPORTS PARTNER

MEDIA PARTNER

Settore B - Sector B Prezzo: 0,00 + 0,00 TOTALE: 0,00 EUR Organizzatore: Gardena Gröden Club CF 01657370217 Emesso: 05/12/2005 18:40 da ATTRACTIVE.IT SRL CF 02197901206 per la vendita da parte di Juniper Extensible Solutions 01692370222 3430

C TITLE PARTNER

PASSION AND PERFORMANCE

REGION PARTNER

40 SASLONG CLASSIC 14/12/2007 ore 12:15 Pista Saslong S. Cristina Omaggio Generico C/N: A0020292 00003543

SF: 38FB9687A1CAAD7B

SPORTS PARTNER

MEDIA PARTNER

Settore C - Sector C Prezzo: 0,00 + 0,00 TOTALE: 0,00 EUR Organizzatore: Gardena Gröden Club CF 01657370217 Emesso: 05/12/2005 18:40 da ATTRACTIVE.IT SRL CF 02197901206 per la vendita da parte di Juniper Extensible Solutions 01692370222 3430

40 Saslong Classic 17/12/2007 12:15 Pista Saslong PREZZO: 0,00 + 0,00 TOTALE: 0,00 EUR SF: 38FB9687A1CAAD7B C/N: A0020292 00003543 Emesso: 05/12/2005 18:40 per la vendita da parte di Juniper Extensible Solutions 01692370222

REGION PARTNER

A TITLE PARTNER

FIS Alpine Ski World Cup GARDENA-GRÖDEN

40 SASLONG CLASSIC | DOLOMITI SUPER TROPHY www.saslong.org

REGION PARTNER

SPORTS PARTNER

Gernot Mussner VP Communication Saslong Classic Club Str. Dursan 37 I – 39047 St. Christina (BZ) T +39 0471 793450 F +39 0471 793496 M +39 328 6854619 name@saslong.org

Saslong Classic Club

www.saslong.org

Str. Dursan 37 I – 39047 St.Christina (BZ)

Name organization

adress

Mr. N. Ame

Saslong Classic Club

Italy

Str. Dursan 37

PO Box 211

I – 39047 St. Christina (BZ)

2514 HC DEN HAAG T +39 0471 793450

The Netherlands

F +39 0471 793496 www.saslong.org info@saslong.org

TITLE PARTNER

date

reference

page

18.07.2007

070

001

P.IVA / MwSt. – Nr. 01657370217 Cassa Raiffeisen di Selva di Val Gardena IBAN: IT 11 B 08238 58860 000301051008 BBAN: B 08238 58860 000301051008

subject

SWIFT-BIC: RZSBIT21055

Corporate identity REGION PARTNER

Dear Mr, Ms, The term house style is a simplified translation of the term corporate identity; which is a collection of co-ordinated expressions from a corporation or company. A house style makes something visible. This collection can reflect the right image from that corporation of company. A ‘correct’ image is an image that intuitively is a reflection of the activities and the goals set by that company. A visual program however can seldom be a literal translation: that is only SPORTS PARTNER

possible for companies that have a very simple structure, for instance companies that run one standardised product.

Saslong Classic Club

T +39 0471 793450

Str. Dursan 37

F +39 0471 793496

I – 39047 St. Christina (BZ)

www.saslong.org

A visual program however can seldom be a literal translation: that is only possible for companies that have a very simple structure, for instance companies that run one standardised product. It is therefore simpler to develop a corporate identity rather than aiming at an image. This way the company can show the public something tangible. With kind regards, Saslong Classic Club

MEDIA PARTNER

Name sender Function MEDIA PARTNER

TALKING ABOUT FAME

Communication of this kind of events is very specific: on the one hand, there is a time aspect: the event lasts two days per year and needs to be announced, carried out and evaluated in a very short period of time. On the other hand, there is a lot of competition between the events, which are all trying to attract as much attention as possible. And lastly, there are very different target groups: the volunteers and collaborators, that make the event possible and need to be rewarded and stimulated; the participants, that need to be attracted to the event; the sponsors, that need to be tempted to invest; the visitors, that need to experience an integrated environment during the event; the TV public, that need to see a recognizable event; and, last but not least, the spin-off target groups, mainly tourists, that need to be attracted to the area in which the event takes place to come and ski there... To be able to reach all these target groups, a large scala of communicative approaches is needed, from press releases to online booking possibilities and from TV leaders to banners alongside the race track. Consistency is fundamental here and is guaranteed by the communicative approach, that is built up as a toolkit, including both the corporate story of the event and the design elements.

TOTAL IDENTITY Challenging ambition P.O. Box 12480 1100 AL Amsterdam Pedro de Medinalaan 9 1086 XK Amsterdam The Netherlands Phone +31 (0)20 750 95 00 Fax +31 (0)20 750 95 01 info@totalidentity.nl www.totalidentity.nl

TOTAL PUBLIC Be public. Be inspired. Be seen Mauritskade 1 2514 HC The Hague The Netherlands Phone +31 (0) 70 311 05 30 Fax +31 (0) 70 311 05 31 info@totalpublic.nl www.totalpublic.nl

TOTAL IDENTITY