official presentation given to the board of the sydney …€¦ · · 2016-06-21the spirit script...

©Copyright FHA Image Design 2000

Official presentation given to the Board of the Sydney Organising Committee of the Olympic Games (SOCOG) by FHA Image Design June 1998

Strategic presentation for Sydney 2000 Olympic Games Look & Feel FHA Image Design, June 1998



The scale and complexity of the Olympic Games. The biggest event in the world


A youthful country


Great Southern land


The new millennium, a technological age, a brilliant new era, optimism in a vast space


The athlete’s Games, a celebration of achievement


An awesome landscape that has inspired comment (Not for publication) ©Copyright


A recognition of peace and harmony, triumph and spirit.


The brilliant blue of Sydney harbour…


….that has captured imaginations


Aboriginal heritage and cultural significance


The official Sydney 2000 Olympic Games Host City emblem. Design FHA Image Design Australia


Application of the emblem. Design FHA Image Design


A celebration of human achievement, a vast spectacle


The official positioning tag line


FHA’s look and feel was based upon a sub-graphic that had its origin in…


…a sense of place, symbolised by Sydney harbour...


… and Blue water


The uniqueness of the event and athletic participation symbolised by…


...Orange flame


These two natural elements are united as ‘Fluid Energy’. The creative idea underpinning the complete look and feel brand program


The spirit script of the official emblem reflects the informal style of Australia and reinforces a sense of place


Building upon the creative idea of Fluid Energy, the sub-graphic was developed from the IOC master brand…


... reflected in the shimmering water of Sydney Harbour


A bold, energetic and vibrant graphic Design FHA Image Design


As a singular graphic device it compromised the integrity of the master IOC brand, so a matrix was created.


This resulted in a series of water mark brand signature panels that were applied throughout the look and feel program


The official two blue branding watermark


A select range of colours...


...reflecting the style of Australia. Refreshing, beach, landscape, natural, irreverent, optimistic, vital, passionate, imaginative, contemporary and intelligent


The official colour palette which, since its publication in 1998, has influenced a wide range of global interpretations from Chanel promotion to Espirit clothing.


A photographic style based upon saturation of colour…


…and transformation of the Australian light using vignette techniques which suggest a technological age


A brand architecture that creates a logic. Look and feel is used as the brand bridge between the Olympic Games and Paralympic Games


Fluid Energy influences photography…


...by reflecting the spirit of athletic passion…


…into specially developed brilliant colour imagery using FHA’s own creative techniques. All athlete imagery created from SOCOG approved 35mm photos


A logical tool box of typefaces...


...for all communication requirements


Fluid Energy watermark combined with colour and vignettes


Photographic examples using colour, watermark and vignettes


The pictograms. Not designed by FHA Image Design Design Saunders Design


Colour treatments and descriptions for legibility Design FHA Image Design


Sponsor Branded applications incorporating look and feel

©Copyright FHA Image Design 2000 Barcelona Games. A monolithic branding strategy


Sydney 2000 Olympic Games. An integrated branding program


Street banner designs. Colourfull extensions of the brand


Street banner treatments.


Sign posting concept, incorporating look and feel


Reinforcement of the brand essence in street decoration


Venue branding and field of play, treatments. The strategy allowed for clear branding at all key television sight line opportunities


Promotional items. Illustrating application of look and feel


Communication design. Demonstrating how look and feel can be used to brand distinctively


Promotion


Posters


Posters.


The Official SOCOG communications used a ‘millennium look’, metallic styling. This ensured that Official publications were perceived to be special


Application of the ‘millennium look’ to Official posters...


…and Official programs


The look and feel using one and two colours for general applications


The look and feel was designed to enhance digital communications such as websites


An idea for the Official ticket design


Program covers


Using the look and feel, Olympic imagery is branded and made distinct from traditional sport photography


Official certificates


Quality of graphic styling, in this case typography, added to the impact of the brand expression


Special print treatments allowed the look and feel to communicate at various levels depending upon audience type


The look and feel extended to products such as jewellery


The mascots (not designed by FHA) are incorporated into the Brand Programme using the look and feel


Look and feel applied to sponsor products as brand recognition


Kodak sponsor branding


Westpac bank sponsor branding


Official pins using the look and feel


The Medal Ceremony backdrop


Application of look and feel into fashion


The Paralympic Games Sydney 2000 host city emblem Design FHA Image Design


Street banners of the Paralympic 2000 Games


Paralympic 2000 Games field of play treatments, illustrating use of look and feel as a brand bridging strategy

The track ahead. Look and Feel.


official presentation given to the board of the sydney …€¦ · · 2016-06-21the spirit script...

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