Olympic Communication Program
Programs: Adobe Illustrator, Adobe Photoshop, Adobe InDesign
Project: 2022 Winter Olympics
Purpose: Branding and Communications Program Guide
Year: 2022
Goals and Objective
As part of this project, I put together a comprehensive branding system for proposing a new city for the Olympics. I conducted extensive research on the location to ensure its suitability as an Olympic city. Additionally, I created a logo and other design elements to establish a robust branding system and applied it to various mediums.
Research + Planning
Location Research Summary
Queenstown is a picturesque city on New Zealand’s Southern Island. It’s known as The Adventure Capital of the World, with many adrenaline-inducing activities available year-round. During winter, four local ski areas offer one of the longest ski seasons in the Southern Hemisphere. Hosting the Winter Olympics in Queenstown would require some accommodations, but the city’s thriving tourism industry and modern infrastructure could support it. Crime in New Zealand is lower than in any major U.S. city, making it a safe destination for travelers.
Cultural Inspiration
The Māori people have a rich culture that predates Western civilization in New Zealand. Modern Kiwi culture has integrated with Māori culture, creating a vibrant atmosphere. The Haka Dance and Karakai are well-known traditions. Pictograms and the Olympic torch are significant parts of the Olympic games. Maori artwork, such as the Toki and Koru, could be incorporated into the design of the 2022 Winter Olympics to celebrate traditions and culture.
Design Process
RGB 31, 51, 99
CMYK 100, 89, 33, 23
HEX #173163
Regular
RGB 212, 32, 28
CMYK 10, 100, 100, 2
HEX #d50000
RGB 0, 0, 0
CMYK 74, 68, 67, 90
HEX #000000
Color Swatches
RGB 147, 214, 220
CMYK 40, 0, 13, 0
HEX #85eaea
RGB 49, 83, 99
CMYK 90, 76, 0, 0
HEX #0646c6
Choosing colors and typefaces was inspired by the winter, the culture surrounding the Olympics, and the Maori people. Being associated with the Olympics meant that the typeface needed to be dignified and modern while still fitting with the curved shapes within the logo.
Calssico URW
Typefaces
Aviano Sans
Black
Logo + Pictogram Sketches
Version 1
Version 2
Logo Drafts
The design of the logo drew inspiration from Maori hei-tiki jewelry. In Maori tradition, each hei-tiki is crafted using various shapes, each with its own significance. This design is derived from the spiral Koru and hook-shaped Hei Matau. The Koru, symbolizing a spiral, represents fresh starts, optimism for the future, and positivity. The Hei Matau, shaped like a hook, is believed to impart fortitude, prosperity, and security during your journeys.
Final Logo
The revised design enhanced the preliminary version by adjusting the colors to better align with the Olympic colors while still incorporating the branding colors. The year's placement was also shifted above the wordmark, and the same typeface was used for consistency throughout.
Logo Variations and Lockups
Supporting Design Elements
Event Pictograms Samples
The pictograms used shapes found within the logo to remake. They helped define supporting elements within each sport, giving each sport its recognizable pictogram for accessible communication between language barriers.
Snowboard Halfpipe
Ski Halfpipe
Snowboard Freestyle
Ski Freestyle
Snowboard Big-Air
Ski Big-Air
Fifth Element and Pattern Designs
The fifth element incorporates the Koru, and Hei Matau shapes in its design, adding a unique and engaging aspect that can be used in various design applications. This enhances brand consistency and reinforces the brand's image.
Hockey
Bobsled
Environmental Contact
The branding was incorporated into various applications, such as clothing, posters, tickets, and event banners. These mockups help convey the experience of the Olympics to build a connection and demonstrate the bigger picture than the games themselves.
Presentation Booklet
The final presentation represents the end result of the research, development, and implementation of the Olympic branding system. It aims to establish a relationship and connection with stakeholders and members of the International Olympic Committee, presenting a proposal for a potential new location for the Olympics.