REYKJAVÍK | 2022
TABLE OF CONTENTS Introduction
5
Primary Branding Elements
8
Visualizing the Games
13
Wearing the Games
26
Attending the Games
33
Discovering the Games
36
Credits
42
2 | REYKJAVĂ?K 2022
REYKJAVÍK 2022 | 3
4 | REYKJAVÍK 2022
INTRODUCTION Near the turn of the century, before the first Winter Olympics had begun, there was an event called the Nordic Games. These games would become the predecessor to the Winter Olympic games, which started in 1924. Now, the Olympics will return to a Nordic country in 2022: Iceland. Known for its tumultuous tectonic activity, Viking heritage, and its astounding view of the Northern Lights, Iceland will make for a fascinating host for the 2022 Winter Olympics. The colorful city of Reykjavík is situated on the coast and sits with a backdrop of snow-covered mountains. There is a great pride in their Viking heritage as well as their independence and their self-sufficiency. The Icelandic people are a festive people and they host many celebrations and events year round. From the International Winter Games to events such as the Summer Solstice celebration, Winter Lights Festival, and many more. Although Reykjavík is a small town by international standards, this city is remarkably cosmopolitan which makes it a wonderful choice as host city for the Winter Olympics.
MISSION STATEMENT The branding for the Reykjavík 2022 Winter Games should exemplify Iceland’s culture and the welcoming small country atmosphere. Not only should it be specific and unique to Iceland, but this branding should also embrace the international feeling and the emotion of the global phenomenon of the Olympics.
REYKJAVÍK 2022 | 5
PRIMARY BRANDING ELEMENTS
6 | REYKJAVÍK 2022 | PRIMARY BRANDING ELEMENTS
REYKJAVÍK | 2022
REYKJAVÍK | 2022
8 | REYKJAVÍK 2022 | PRIMARY BRANDING ELEMENTS
PRESENTING THE REYKJAVÍK 2022 WINTER GAMES LOGO The Sun Voyager—Sólfar in Icelandic— sits outside the city to commemorate the city’s 200th anniversary, which was in 1990. Although the sculpture itself looks similar to a Viking ship, this was not the artists intention. The statue was meant to be a “dreamboat,” which would stand as an ode to the sun and symbolize light and hope. The sculpture is also meant to represent the promise of undiscovered territory, a dream of hope, progress and freedom. These ideals are embodied in the Olympic games, as well. The shape of this sculpture will become an iconic, internationally known symbol for the country and these games. This logo illustrates the view of the Sun Voyager statue from a frontal direction. This provides an interesting shape as well as a play with depth and color values. The abstract shapes used in the logo can be repeated and utilized in different ways throughout the branding for the games.
PRIMARY BRANDING ELEMENTS | REYKJAVÍK 2022 | 9
BRANDING COLORS PRIMARY COLOR SCHEME The primary colors for this logo are these three tones of a blue-indigo color. These colors are striking and beautiful together and embody the beautiful skies in Iceland as well as evoking the icy cool atmosphere of Iceland and the Winter Olympics.
SECONDARY ACCENT COLOR This secondary color will be utilized throughout branding. This pop of color is meant to contrast with the blue-indigos utilized and can represent the sun symbolized by the Sun Voyager sculpture. Iceland is also known as the land of fire and ice because of its hot geothermal activity and volcanoes so these colors can represent the contrast in Iceland’s physical geography. This color can also stand for the warmth of the Olympic torch as well as the fiery hot passion for the games.
RECURRING PATTERN To tie together all visual branding elements a pattern was created to give an added element of interest. These shapes are meant to mimic the curving shapes represented in the Sun Voyager Logo.
10 | REYKJAVĂ?K 2022 | PRIMARY BRANDING ELEMENTS
PICTOGRAMS Pictograms are an important aspect of any Olympic Games. These icons are the face of each sporting event hosted at the games. They must also match the look and feel of the Olympic Games branding.
These pictograms pick up the curved elements in the logo for the games. Here are a few examples of a few sporting events, done in the style of the Sun Voyager logo.
PRIMARY BRANDING ELEMENTS | REYKJAVĂ?K 2022 | 11
VISUALIZING THE GAMES Reykjavík will display many kinds of graphic signage from advertising to helping guests find their way around to different sporting events.
VISUALIZING THE GAMES | REYKJAVÍK 2022 | 13
Lamp post flags to line the streets of Reykjavík, welcoming, guests and athletes alike to the 2022 Winter Olympics.
14 | REYKJAVÍK 2022 | VISUALIZING THE GAMES
Bike share systems are extremely popular in many large cities throughout the world and bike sharing stations will be in place by the 2022 Winter Olympics. This is an idea of how advertising for the games would look on the bikes. This may also inspire guests to the country to take a bike and explore the city while they are there.
VISUALIZING THE GAMES | REYKJAVĂ?K 2022 | 15
OLYMPIC PARK Bobsleigh Track
Bláfjöll Ski Resort
Restrooms
REYKJAVÍK | 2022
16 | REYKJAVÍK 2022 | VISUALIZING THE GAMES
WAY FINDING SIGNAGE These sculpture-like signs will be placed all over Reykjavík, pointing guests everywhere they will need to go. They provide a visual point of interest as well as being functional and informational. The curve at the top of the signage resembles the curved elements in the logo. The colors also carries the same color scheme as the rest of the branding, so these sculptures should be easily recognized as part of the Olympic branding.
VISUALIZING THE GAMES | REYKJAVÍK 2022 | 17
EVENT GRAPHICS The branding will also be seen during the games inside and outside the many arenas and stadiums where the events are held. These graphics include arena wraps and signage outside of the arenas.
18 | REYKJAVĂ?K 2022 | VISUALIZING THE GAMES
VISUALIZING THE GAMES | REYKJAVÍK 2022 | 19
20 | REYKJAVÍK 2022 | VISUALIZING THE GAMES
VISUALIZING THE GAMES | REYKJAVÍK 2022 | 21
EVENT PROGRAMS Additional printed materials will provide guests with more information about the events they are attending as well as the countries and athletes that will be competing.
22 | REYKJAVĂ?K 2022 | VISUALIZING THE GAMES
VISUALIZING THE GAMES | REYKJAVÍK 2022 | 23
ATHLETIC BIBS During many of the winter events, the athletes must wear bibs with their numbers during the competition. This is a concept of how these bibs will look.
REYKJAVÍK | 2022
24 | REYKJAVÍK 2022 | VISUALIZING THE GAMES
4
VISUALIZING THE GAMES | REYKJAVÍK 2022 | 25
WEARING THE GAMES The 2022 Reykjavík Winter Olympics will offer an assortment of apparel for every guest to take home as a memorable keepsake from their time in Reykjavík.
26 | REYKJAVÍK 2022 | WEARING THE GAMES
TSHIRTS The staple of any basic apparel is the tshirt. The shirts sold at these games give a classy, sporty look to a simple shirt. This is a stylish souvenir for any guest at the 2022 Olympic Games.
28 | REYKJAVĂ?K 2022 | WEARING THE GAMES
ACCESSORIES Another stylish option would be a printed scarf. While worn and tied around ones neck the only thing visible would be the games iconic wave pattern. Unfolded, it provides the games iconic logo encapsulated in the bold orange sun, which contains the logo.
WEARING THE GAMES | REYKJAVĂ?K 2022 | 29
TOTE BAGS & DRAWSTRING BAGS Bags will be essential items sold at the games. As well as an interesting keepsake, guests can use these while attending the games. No doubt guests will be carrying a multitude of things around with them as they attend different events. These bags offer a few different styles and give guests a fashionable way to carry around their water bottles, event programs, cameras, etc. around with them easily.
30 | REYKJAVĂ?K 2022 | WEARING THE GAMES
WEARING THE GAMES | REYKJAVÍK 2022 | 31
32 | REYKJAVÍK 2022 | ATTENDING THE GAMES
ATTENDING THE GAMES Branding will be highly visible on materials distributed at the games.
ATTENDING THE GAMES | REYKJAVĂ?K 2022 | 33
TICKETS Ticketing to the events will look like this. It will utilize the circular elements seen in other branding as well as featuring the same pattern.
34 | REYKJAVĂ?K 2022 | ATTENDING THE GAMES
REYKJ
REYKJAVÍK | 2022
AVÍK | 2022
Aa John SMITH Athlete Íþróttamaður United States of America Bandaríki Norður Ameríku
OPM
A
1069103-01
A
VL
2R
022
REYK J A V Í K | 2
CC
T
LANYARDS AND BADGES Press, athletes and other dignitaries will be required to wear badges. Visitors will also be able to purchase lanyards for souvenir purposes as well.
ATTENDING THE GAMES | REYKJAVÍK 2022 | 35
DISCOVERING THE GAMES Guests will be utilizing digital media to get information about the games and it is important that these elements carry the look and feel of these Olympics.
36 | REYKJAVĂ?K 2022 | DISCOVERING THE GAMES
DISCOVERING THE GAMES | REYKJAVÍK 2022 | 37
WEBSITE Official website to convey information to guests, including information about the athletes, the events, travel, etc.
38 | REYKJAVĂ?K 2022 | DISCOVERING THE GAMES
DISCOVERING THE GAMES | REYKJAVÍK 2022 | 39
MOBILE APP When guests are on the go, they’ll need an up-to-date way of getting information. A mobile app will provide guests with schedules, directions to the venues, information about events and athletes and much more.
40 | REYKJAVÍK 2022 | DISCOVERING THE GAMES
DISCOVERING THE GAMES | REYKJAVÍK 2022 | 41
SOURCES + PHOTO CREDITS https://en.wikipedia.org/wiki/Iceland https://en.wikipedia.org/wiki/Culture_of_Iceland https://en.wikipedia.org/wiki/The_Sun_Voyager
PHOTOS BY
PHOTOS BY
“Northern Lights (11).” 2013. greenzowie. Flickr.
GettyImages
“Roof of the World.” 2006. Sophie Mayer. Flickr.
http://icelandictimes.com/the-greater-reykjavik-area/
http://www.rentalsclue.com/location/thailand/reykjavik/
MOCKUPS COURTESY OF
Ozzo Photography. 500px/ozzo.
Samuel Ladlow at behance.net.
Ian Parker, http://parkerlab.bio.uci.edu/.
Firmbee.com.
Nina Papiorek, http://fineartamerica.com/featured/iceland-sun-voyager-nina-papiorek.html
Momentbloom, http://www.vecteezy.com/vector-art/100630-vectorset-of-lanyard-accessories.
Fai Quan, May 2014, theprosaictraveller.com.
http://graphicgoogle.com/
David Gray/Reuters. Michael Sohn/Associated Press. EPA, http://www.sloveniatimes.com/sochi-fabjan-takesbronze-in-cross-country-sprint. Etsy shop Waysofwoodfolk.
42 | REYKJAVÍK 2022
REYKJAVÍK 2022 | 43
Kat Tapparo
44 | REYKJAVÍK 2022 | ATTENDING THE GAMES
Sign + Symbol Summer 2016