World Athletics Indoor Championships 2024 – Brand Identity & Event Design
Working in collaboration with Glasgow Life and World Athletics, I delivered a brand new creative for Glasgow 2024 event design across digital campaigns, collaterals, OOH and event activations.
Evolving from an existing visual identity, the objective was to create an exciting
new look exploring Scottish and athletics cultural inspirations:
new look exploring Scottish and athletics cultural inspirations:
• Brand development of a unique inclusive and diverse illustrative look.
• New brand assets: 4 action poses, 5 city pictogram and 2 compositions.
• Roll-out and design support across event collaterals.
Glasgow, a diverse city with unique culture and people.
The World Athletics Indoor Championships Glasgow 2024 takes inspiration from athletics poses art, pop and local culture and meshes in a sports visual identity to create a truly Scottish look.
World Athletics Indoor Championships Glasgow 2024 Visual identity and event design inspirations from comic books and superheroes
World Athletics Indoor Championships Glasgow 2024 Visual identity and event design inspirations from athletics poses
World Athletics Indoor Championships Glasgow 2024 Visual identity and event design inspirations from geometric art and contemporary illustrators and artists
World Athletics Indoor Championships Glasgow 2024 Visual identity and event design inspirations from geometric art and contemporary illustrators and artists
World Athletics Indoor Championships Glasgow 2024 Visual identity and event design inspirations from Glasgow landmarks and Scottish heritage
World Athletics Indoor Championships Glasgow 2024 Visual identity and event design inspirations from Glasgow landmarks and Scottish heritage
World Athletics Indoor Championships Glasgow 2024 Visual identity and event design inspirations from Glasgow landmarks and Scottish heritage
The graphic DNA
Grid system
Inspired by the Tartan, we set up a grid system using modules in three sizes
(3x3, 6x6 and 9x9) to create a modern Scottish pattern. The 45-angle axis is
helpful as a base to overlay graphic elements.
(3x3, 6x6 and 9x9) to create a modern Scottish pattern. The 45-angle axis is
helpful as a base to overlay graphic elements.
Backgrounds
The tartan inspired grids work as a baseline for laying out graphics and create unique assets that can be cropped for abstract applications.
Pictograms
The pictograms features Illustration in brand systems. They are action poses inspired by comic book illustrations but also the geometry of tartan and World Athletics brand. They portray the athletes as superheroes.
Diversity is an important aspect of this identity and the illustrations have skin tone variations to ensure all races are represented.
City icons
The refreshed WAIC Glasgow 2024 brand identity also portrays the iconic Glasgow landmark to combine with the hero poses to give a sense of place to the look in master composites
The slogan graphic
The word "Gallus" is a Scottish slang that means "boldness". With that concept in mind, we created a typographic language that combined the World Athletics font with an expressive typeface. This idea adds a human touch to the sport's energy and performance.
Compositions
The master compositions combine the tartan, saltire and there action poses representing the main disciplines: run, jump and throw. And to fully express diversity and inclusivity, men and woman heroes are swapped between applications as well as skin tone variations.
World Athletics Indoor Championships Glasgow 2024 - Event brand design with expressive illustration
World Athletics Indoor Championships Glasgow 2024 - Event brand design with expressive illustration
World Athletics Indoor Championships Glasgow 2024 - Event brand design with expressive illustration
World Athletics Indoor Championships Glasgow 2024 - Event brand design with expressive illustration
Applications
World Athletics Indoor Championships Glasgow 2024 Visual identity - Large-scale venue signage and graphics
World Athletics Indoor Championships Glasgow 2024 Visual identity and event design
World Athletics Indoor Championships Glasgow 2024 Visual identity - Event brand design with expressive illustration
World Athletics Indoor Championships Glasgow 2024 Visual identity - Creative direction for sports branding UK
World Athletics Indoor Championships Glasgow 2024 Visual identity - City dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - City dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - Large-scale venue signage and graphics
World Athletics Indoor Championships Glasgow 2024 Brand identity and visual language for infographics
World Athletics Indoor Championships Glasgow 2024 Brand identity and visual language for merchandising
World Athletics Indoor Championships Glasgow 2024 Brand identity and visual language for brand collaterals and communications design
World Athletics Indoor Championships Glasgow 2024 Brand identity and visual language for merchandising
World Athletics Indoor Championships Glasgow 2024 Brand identity and visual language for merchandising
World Athletics Indoor Championships Glasgow 2024 Brand identity and visual language for infographics
World Athletics Indoor Championships Glasgow 2024 Brand identity and visual language for social media posts
World Athletics Indoor Championships Glasgow 2024 Brand identity and visual language for merchandising
World Athletics Indoor Championships Glasgow 2024 Visual identity - City dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - City dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - City dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - City dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - City dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - Venue dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - Venue dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - Venue dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - Venue dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - Venue dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity - Venue dressing and wayfinding for Glasgow sports event
World Athletics Indoor Championships Glasgow 2024 Visual identity and event design
Curious for more event brand design?
This project showcases how illustration, event branding, and venue design can shape powerful brand identities for global sport organisations, like World Athletics in the UK.
Do you want to see more branded experiences for sports? Learn more about my approach to event branding in the FIFA World Cup project.
