Special Olympics World & Regional Games Identity Development Guide Version. / October 0
Contents About these guides Introduction Creating your mark Approach 5 Core Structure 6 Visual sources 7 Color 8 Typographic style 9 Design Considerations 0 Identity application Overview Banners 4 Backdrops 7 Venue dressing 8 Wayfinding 9 Merchandize 0 Outdoor advertising Transport vehicles Web and social media 4 Mascots 5 Management Check list 7 Contact 8 Special Olympics World & Regional Games / Identity Development Guide
About these guides This guide is designed to assist in the creation of a visual identity for Special Olympics World and Regional games. Through the core structure for the games mark we have created a system which will build consistent recognition of the Special Olympics World and Regional games. Each games mark works to facilitate appropriate diversity and distinct expression for each games event. The core structure also ensures effective application of identity for each games event. The guidelines should be used in conjunction with the Special Olympics Brand Identity Guidelines to ensure we create consistent and engaging communications in line with the Special Olympics Master Brand. Special Olympics World & Regional Games / Identity Development Guide
Introduction Special Olympics is a global movement serving close to five million athletes in more than 70 countries around the world. Special Olympics uses the power of sport to create a world in which the largest population on earth of people with intellectual disabilities lead healthy, vibrant lives grounded in sports, health and the determination to demonstrate their personal best to themselves and their communities. The Special Olympics World Games are flagship events for the Movement. Taking place every two years, the games alternate between Summer and Winter Games. Thousands of athletes, coaches, volunteers and supporters attend to see and cheer the skills and accomplishments of people with intellectual disabilities. Special Olympics World & Regional Games / Identity Development Guide
Identity development guide Section Creating your mark 4 Special Olympics World & Regional Games / Identity Development Guide
Mark development Approach Apply the core structure. Following these simple steps will enable you to create a distinctive and dynamic games identity. Structure Visual Source Use visual sources as inspiration to create a mark which reflects the time and location of the games. Flags Emblems Artifacts SPECIAL OLYMPICS GAMES LOCATION DATE Art & Culture Type Landmarks Celebrating Special Olympics Your mark should be dynamic and reflect a sense of celebration for the games. 5 Special Olympics World & Regional Games / Identity Development Guide
Mark development Core structure The flexible naming structure fascilitates language variations or location and games emphasis as appropriate. Special Olympics Games Title Location Date Special Olympics world games Location Date Dynamic frame The core structure of the games mark is based on a circular motif. The frame is designed to enable the freedom to express the unique location of your games while retaining a consistent structure. Special Olympic symbol The Special Olympics symbol is placed at the heart of the World and Regional Games. Special Olympics regional games Location Date Special Olympics Games Title Location Date Naming Structure The naming structure follows the hierarchy illustrated. The Games title is emphasized to highlight world and regional games and differentiate them from local games and programs. 6 Special Olympics World & Regional Games / Identity Development Guide
Mark development Visual sources Arabic calligraphy combined with the image of the Falcon - a symbol of strength and courage Based on the British Union Jack flag Each mark should clearly reflect the unique time and location of the games. To create a distinctive identity there are a range of visual sources which can provide inspiration: Flags Flags with distinctive shapes and forms e.g. the Union Jack (United Kingdom), Stars & Stripes (USA) South Africa, Croatia. Emblems National or regional emblems or heraldry. Local symbols, animals, regionally associated flora and fauna. Landmarks Distinctive architectural or natural landmarks (mountains, rivers, lakes etc.). 4 Arts & Culture Distinctive artists, folk or traditional art forms, cultural events and associations. 5 Artifacts Historic artifacts, found objects or other historic elements associated with a region. 6 Expression Abstract or expressive forms which reflect the energy and spirit of the games. SPECIAL OLYMPICS WORLD WORLD GAMES JAMACIA 07 GAMES Local landmarks used to SPECIAL OLYMPICS express this location 4 5 6 PARIS MADRID 06 04 SPECIAL OLYMPICS Based on native Mauri artifacts and art 7 WORLD GAMES Based on local folk-art patterns MADRID 04 Special Olympics World & Regional Games / Identity Development Guide JAMACIA 07
Mark development Color Using seasonally associated colors helps emphasize the time of year Primary colors The choice of color is a key aspect in creating an identity for each games. Color choice can assist in creating distinction and emphasizing the location, time and the spirit of your games event. A Location can be emphasized through the use of nationally or regionally associated colors (e.g. flags). A B C D B Time can be emphasized through the use of seasonally associated colors - particularly relevant in the case of the Winter games. C The spirit and sense of celebration of the games can be emphasized through the use of a spectrum of colors. Special Olympic symbol D A secondary or complimentary color should be used for the Special Olympics symbol. Using National or Regional colors assists in emphasizing location The use of a color spectrum can emphasisze the spirit and sense of celebration of the games 8 Special Olympics World & Regional Games / Identity Development Guide
Mark development Typographic style The typograpy of your mark should be clear, easily read and robust to enable application at small sizes as well as translation and use with non-roman characters. The typographic style should either: A Draw on local visual sources. B Compliment the style of the dynamic frame. C or, use Ubuntu the preferred typeface of Special Olympics. A B C Gill Sans used here for its distinct British associations Gotham Rounded is a robust sans serif typeface which compliments the style of this mark Ubuntu, the preferred Special Olympics typeface, used here 9 Special Olympics World & Regional Games / Identity Development Guide
Mark development Design considerations Example The following are some simple design considerations which will help you create an effective and robust mark: Ensure there is appropriate clear space given between the Special Olympics symbol and the dynamic frame. Detailing and space between graphic elements should allow for reproduction at small sizes. Use a simplified version of the mark in single color applications. 4 Create a secondary or complimentary color set to help create distinction and ensure ease of application across a full range of materials for each games. 5 When applying the mark to color backgrounds emphasis should be given to highlighting the Special Olympics symbol. SPECIAL OLYMPICS 4 Horizontal lock-up, single color LONDON 0 5 Core mark Complimentary color set 0 Special Olympics World & Regional Games / Identity Development Guide
Mark development Design considerations Example Ensure there is appropriate clear space given between the Special Olympics symbol and the dynamic frame. Detailing and space between graphic elements should allow for reproduction at small sizes. Use a simplified version of the mark in single color applications. Horizontal lock-up, single color 4 Create a secondary or complimentary color set to help create distinction and ensure ease of application across a full range of materials for each games. 4 5 When applying the mark to color backgrounds emphasis should be given to highlighting the Special Olympics symbol. Core mark 5 Complimentary color set Special Olympics World & Regional Games / Identity Development Guide
Identity development guide Section Identity application Following the creation of your games mark the identity system will need to be applied across various touch points for the games. This section shows you how to create a consistent look using the combination of elements and will assist in effective application of your identity. Please note: A generic World Games logo has been used in all the examples in this section. When applying your games identity please substitute the generic mark for your World or Regional games mark. Special Olympics World & Regional Games / Identity Development Guide
Application Banners Overview Effective Games signage assists in raising awareness of the event, acknowledging sponsors, identifying venues, providing information and direction. Taken as a complete set, event signage creates a distinctive identity, reinforcing Special Olympics position as a major international sports organization. Venue entrance banner Cycling University Sports Arena Rafter banner Small flag Flag banner Horizontal banner Verticle banner Special Olympics World & Regional Games / Identity Development Guide
Application Banners Vertical banners Designs for banners should be clean, clear and dynamic. Banners may have a range of functions from general games branding to the inclusion of sponsors, messaging and as venue dressing. General games branding The dynamic frame used in single color and at low contrast as an embellishment. Sponsor banners Use of color background allows clear distinction between games branding and sponsor marks. Curve device used to separate sponsor marks from the games identity. 4 Use of white background facilitates easy application of sponsor marks. Imagery / Sports Icon use SUPPORTED BY SUPPORTED BY 4 Basketball 5 5 Use of the dynamic curve enables easy application of the full color games mark with imagery or Sports Icons. General games banner Multi-sponsor banner Single sponsor banner Imagery / Sports Icon banners 4 Special Olympics World & Regional Games / Identity Development Guide
Application Banners Horizontal banners Horizontal banners should follow the same system and combination of elements as vertical banners. The dynamic frame can be used in single color and at low contrast as an embellishment. Use of color background allows clear distinction between games branding and sponsor marks. Curve device used to separate sponsor marks from the games identity. General games banner Messaging banner UNLEASH THE POWER UNLEASH & JOY OF SPORT THE POWER & JOY OF SPORT SUPPORTED BY SUPPORTED BY Multi-sponsor banner Single sponsor banner 5 Special Olympics World & Regional Games / Identity Development Guide
Application Banners Sequencing When using multiple banners as environmental or venue dressing the sequencing and color combination use should be taken into consideration. Core banners use the full color version of the mark. 4 Banner sequencing should include the Special Olympics master mark. Complimentary / Secondary games color palette used to create variety across sequenced banners. 4 Messaging can be delivered across multiple banners. 5 Sponsor logos should be integrated into the banner sequencing on a white background. 6 The dynamic frame can be used as a linking embellishment between banners. Basketball Vertical banner sequence Basketball Basketball The direction of approach and sequence of reading should be considered when creating road side banners or when placing banners at the entrance to a venue. 5 6 SUPPORTED BY ACME CO. Special Olympics WORLD GAMES Salzburg 0 Pitch-side / track-side banner sequence 6 Special Olympics World & Regional Games / Identity Development Guide
Application Backdrops Media & awards The Special Olympics symbol is clearly visable between athletes Press conference and awards backdrops create key photographic and promotional opportunities. Awards backdrop Games mark positioned at appropriate height to maximize visibility. Dynamic frame used at low contrast as an embellishment. Other elements such as sports icons can also be used to embellish the awards backdrop. Sponsor marks do not appear on awards backdrops or stands at any Special Olympics Games or event. Additional graphics such as pictograms or patterns can be used as supporting elements within the design of the awards backdrop. Press conference backdrop Sponsor matrix placed on a white background. The use of a white background facilitates easy application of sponsor marks. Awards backdrop 4 The matrix should include repeated placement of the games mark and Special Olympics core mark. 4 Press conference backdrop 7 Special Olympics World & Regional Games / Identity Development Guide
Application Venue dressing H H H L M Hospitality Awards Area Press Area Shown here is a sample plan of the full range of banners and signage required to dress an event venue: F G H F G H I F G H I Spectators Spectators K K K K K F G H I Spectators F G H I Spectators K K K A A B C D Host sponsor transframe Sponsor transframe Host sponsor fence fabric Plain fence fabric K J K B C D E F G H I Venue entrance banner Sponsor banner Games banner Host sponsor banner Special Olympics banner C J H G H H I Overhead Scoreboard I H G J C E F G J K L M Rafter banner Decorative flag Awards backdrop Press conference backdrop K J G H I K H I J Team Bench Scorer s Table K K K K K K Spectators Spectators Spectators K K K Spectators L F G H I F G H I F G H I F G H I M Basketball stadium A E I B Entrance 8 Special Olympics World & Regional Games / Identity Development Guide
Application Wayfinding The primary function of any wayfinding signage is to help spectators and athletes navigate easily between events and around the games venue. Wayfinding may take the form of directional banners, monoliths and individual signs. Basketball Use of the dynamic curve creates a clear area for the games mark and separates games branding from directional information. Floor Hockey Directional information on free-standing signs should be positioned at eye level and not lower than waist level. Sports Icons and other informational icons may be used on individual banners and where scale allows. Icons should always be used in combination with their description to maximize clear understanding. Wayfinding banner Basketball Floor Hockey Aquatics Toilets Basketball Multi-event monolith Single event monolith 9 Special Olympics World & Regional Games / Identity Development Guide
Application Merchandize & apparel Color Merchandize can be designed in full color, color or single color depending on what the budget permits. Merchandize Volunteer apparel Volunteer apparel should be distinguishable from general merchandize by color or design. Full color Single color color Single color 0 Special Olympics World & Regional Games / Identity Development Guide
Application Merchandize & apparel Messaging & audiences Games merchandise should act as souvenirs which attendants and athletes wish to purchase as mementos of the Games. The application of slogans and messaging lines which reflect the spirit of the games should be considered as part of the Games merchandizing strategy along with simple application of the games mark. Identifying audience groups (i.e. spectator, volunteer or athletes) should be considered when creating targeted and appropriate merchandise. Consider using both the front and back of double sided items. The Games mark can be used in isolation where the descriptor is used elsewhere or where space is limited. Slogans may be used in combination with the games descriptor. 4 The basic principles of color, application and messaging should be applied across all merchandise items. Mark branding Full color application UNLEASH THE POWER SPECIAL OLYMPICS WORLD GAMES SALZBURG 0 Slogan Color application Keyring 4 Pin Badge Special Olympics World & Regional Games / Identity Development Guide
Application Outdoor advertising Outdoor advertising can be used as a way to raise awareness and generate interest in the upcoming games events and in the Special Olympics movement. Advertising can be used as a touch point outside of sports venues and at national or local entry points such as a airports and motorways. Advertising is a key area where tag lines or slogans can be used effectively. The dynamic curve can be used to create clear space for the games mark. Where possible the full color version of your games mark should be used. 4 Consider the inclusion of a call to action or website address where more information about the event can be found. UNLEASH THE POWER & JOY OF SPORT www.salzburg0.com 4 UNLEASH THE POWER & JOY OF SPORT salzburg0.com Special Olympics World & Regional Games / Identity Development Guide
Application Transport vehicles Vehicle branding considerations: The Special Olympics mark should be placed in a primary location free from obstruction by body panels and windows. Text should not run over wheel arches or other panels which would cause the text to be broken or illegible. Consider using windows as a run over area for application of the games mark or other embellishment elements. 4 The dynamic frame can be used as a supporting embellishment to add color to other areas of the vehicle. Special Olympics World & Regional Games / Identity Development Guide
Application Web & social media Web and social media enable fast and effective communication with atheletes, volunteers and supporters both in the run up to and during games events. When applying your identity online consider; The games mark should be used in isolation, without supporting text, as a social media avatar. By using the mark in isolation we ensure that text doesn t be come illegible at small sizes. Avatars are usually supported by a username - in this case the name of the games event. Imagery or embellishments used for header backgrounds. The dynamic frame can also be used to embellish other background areas. Text and use of the mark should be avoided in these areas as they are not often visible and are dependent on browser size. 4 Special Olympics World & Regional Games / Identity Development Guide
Additional Mascots Mascots are fictional characters, usually an animal native to the area or human figures, who represent the cultural or heritage of the Games are taking place. The mascots are often used to appeal to a younger audience. Ra (blue asiatic black bear) In (red sheep), Bow (green sheepdog) are the mascots of the 0 Special Olympics in Pyeongchang. These animals are the national treasures of the Gangwon province, delivering passion and courage to people with and without intellectual disabilities. Mascot used for the World Winter games in Idaho 5 Special Olympics World & Regional Games / Identity Development Guide
Identity development guide Section Identity management Now that you understand the games identity we need to ensure that we manage it effectively. Managing an identity is like tending to a garden. It is a constant process to ensure that we retain coherency while allowing new ideas to flourish. 6 Special Olympics World & Regional Games / Identity Development Guide
Management Checklist Design Output Application This simple checklist provides you with all the considerations required for the creation of an appropriate and effective games mark. When creating a games mark please ensure that you have considered the following elements; The marks follows the core structure outlined in these guidelines When creating final artwork please ensure that the following variations are addressed; files are available in.eps vector format When applying your games identity ensure that the following are addressed: ensure the Special Olympics symbol is prominently displayed The style of the mark reflects the location of the games The mark works in single color applications The mark works at small sizes The Special Olympics symbol uses a suitable complimentary color full (four color CMYK) version single color version complimentary color versions a complete set of RBG versions for on screen use and use with Microsoft Office software consider the use of the dynamic frame in single color or at low contrast for use as an embellishment limit selection of colors to create a consistent application of your identity consider the sequencing and direction of approach of banners to apply multiple messages only use the games mark in isolation at small sizes or in areas where you are restricted by space 7 Special Olympics World & Regional Games / Identity Development Guide
Management Contact For further information about developing your games mark and identity please contact: brand@specialolympics.org 8 Special Olympics World & Regional Games / Identity Development Guide