Sydney 2000 Olympic GamesTorch RelayDesign Evidence · reversed logo may be used on photographic...

Sydney 2000 Olympic Games Torch Relay Design Evidence

003

Jonathan Nolan Program Manager, SOCOG Image

Paula Leavy Design and Production Manager, SOCOG Image

Steve Payne Creative Director

Kieran Madden Senior Designer

Andy Pepworth Digital Artist

Acknowledgments

Photography: SOCOG, Allsport, IPL, APL, ATC, Sport the Library, Ken Duncan, Peter Walton.

Special thanks to FHA Image Design, designers of the Sydney 2000Olympic Torch Relay logo and Guidelines and to all involved in front as well as behind the scenes, your creative efforts are much appreciated and greatly valued.

This book is an internal working document only and was not used for any commercial purpose. All photography, illustration and copyused was for conceptual purposes only. Apologies to anyone or anybusiness whose intellectual property was unwittingly used without permission.

No part of this document may be reproduced, stored in any retrievalsystem or transmitted in any form or by any means, electronic,mechanical, photocopied, recorded or otherwise without prior written permission of SOCOG.

© SOCOG 2000

12

D E S I G N C O N C E P T S &D E V E L O P M E N T

Original design concepts and design development

for the Sydney 2000 Olympic Torch Relay logo.

F I N A L A R T & D E S I G N P R I N C I P L E S

The chosen logo and design principles

when using the secondary design elements.

4

A P P L I C AT I O N S

Examples of Torch vehicles, publications

and collateral.

C D - R O M

Includes this book as a PDF file for viewing

with Adobe Acrobat Reader which is also

included on this CD.

3

S Y D N E Y O R G A N I S I N G C O M M I T T E E F O R T H E O L Y M P I C G A M E S

C O M I T E D ’ O R G A N I S A T I O N D E S J E U X O L Y M P I Q U E S D E S Y D N E Y

Sydney 2000 Olympic Headquarters

235 Jones Street Ultimo NSW 2007 Australia

Mail Adresse postale GPO Box 2000 Sydney NSW 2001 Australia

Telephone Téléphone 61 2 9297 2000 Facsimile Télécopie 61 2 9297 2020

Sydney 2000 Games Public Information Service Phone 13 63 63

Internet www.sydney.olympic.org

G A M E S O F T H E N E W M I L L E N N I U M

DATE 11 December 1998

TO FHA Brand Consultants

CC Jonathan Nolan

FROM Paula Leavy

SUBJECT Torch Relay Brand Identity

TITLE Sydney 2000 Olympic Games Torch Relay Brand Identity

DESCRIPTION The Olympic Torch and the Olympic Torch Relay are theembodiment of the history and traditions of the ancient andmodern Olympic movement, which was revived by Baron Pierre deCourbetin in 1894. The Torch carries the spirit of Olympism. Theflame is reborn at Mount Olympus in Greece, ignited by the suns rays as part of an ancient ritual. From then on the torch journeys from onetorch-bearer to the next, touching all cultures, disabled, young and old.It’s purpose is to herald the coming of the next Olympic Games and tospread the Olympic Values that through sport an understanding growsbetween all cultures creating one universal culture.

The Torch journey ends at the Host nation’s Olympic stadium wherethe Olympic cauldron is lit and burns throughout the period of theOlympic Games.

BRIEF Design a brand identity for the Sydney 2000 Olympic Torch Relay.

This design should reflect the following key messages:• the multicultural background of Australia• the warm and friendly nature of the Australian people• the uniqueness of Sydney as Host City • the spirit of Olympism.

The design should also include the following:• the Olympic Rings and the words ‘Sydney 2000 Olympic Torch Relay’• form a composite logo with the principal Torch Relay sponsor, AMP.

brief

1D E S I G N C O N C E P T S &D E V E L O P M E N T

Original design concepts and design development

for the Sydney 2000 Olympic Torch Relay logo.

0 1 . 0 1

S Y D N E Y 2 0 0 0 O LY M P I C G A M E ST O R C H R E L AY

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D E S I G N C O N C E P T S & D E V E L O P M E N T

O L Y M P I C T O R C H R E L A Y



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2F I N A L A R T & D E S I G N P R I N C I P L E S

The chosen logo and design principles

when using the secondary design elements.

0 2 . 0 1


© S O C O G 2 0 0 0


The use of the master logo is limited to SOCOG and

editorial use by Media Participants, unless otherwise

approved by SOCOG.

The logo configurations depicted are the only way

the elements are to be combined. They must always

be reproduced from Master Ar twork, available from

SOCOG Quality Control.

The Sydney 2000 Olympic Torch Relay logo typography

has been craf ted specifically for this logo. At no time

should the typography be reset from an existing typeface.

All logo applications must be submitted for approval

to the SOCOG Quality Control department before

proceeding to print.


0 2 . 0 2


© S O C O G 2 0 0 0

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© S O C O G 2 0 0 0


Where possible the Sydney 2000 Olympic Torch Relay

logo should be used in full colour to convey the spirit of

the Games. All elements of the Sydney 2000 Olympic

Torch Relay logo must be used in every application in

accordance with contractual arrangements.

The Sydney 2000 Olympic Torch Relay logo should be

reproduced out of four PMS colours as specified above.

These colours are to be used when printing on coated

or uncoated stock.

The logo may also be reproduced from a four colour

process match of the PMS colours as specified on the

colour palette page of these Guidelines.

These Guidelines are printed digitally and the colours

are not intended to match the Pantone® standards.

PMS 130

PMS 179

PMS 179

PMS 179

PMS 548

PMS 548

Process Cyan

Process Cyan

White

PMS 130

PMS 179

PMS 130

White

PMS 548

Process Cyan

Process Cyan


0 2 . 0 4


© S O C O G 2 0 0 0

4 C O L O U R P R O C E S S E Q U I V A L E N T R G B E Q U I V A L E N T

PMS 179 C 0 M 92 Y 89 K 0 R 230 G 34 B 42

Process Cyan C 100 M 0 Y 0 K 0 R 0 G 166 B 213

PMS 130 C 0 M 22 Y 100 K 0 R 255 G 153 B 0

PMS 2728 C 95 M 66 Y 0 K 0 R 0 G 71 B 156

PMS 280 C 100 M 72 Y 0 K 18.5 R 0 G 47 B 91

PMS 548 C 100 M 30 Y 0 K 67 R 0 G 56 B 67

When matching the colours of the Sydney 2000 Olympic

Torch Relay logo, please ensure the latest PMS guide

book is used for accurate colour reproduction.

These Guidelines are printed digitally and the colours

are not intended to match the Pantone® standards.

PMS 179 PROCESS CYAN

PMS 130 PMS 2728

PMS 280 PMS 548

0 2 . 0 5


© S O C O G 2 0 0 0


The Sydney 2000 Olympic Torch Relay logo must not

appear in full colour on any solid background colour as

colours within the logo may not be visible or reproduce

with enough contrast.

The Sydney 2000 Olympic Torch Relay logo can appear

in the three colours on a PMS 179 or PMS 548

background. This reversed configuration is recommended

as it achieves maximum impact. The three colour

reversed logo may be used on photographic backgrounds

of a similar hue to PMS 179 and PMS 548, as

depicted above.

Three colour master logo on PMS 179 background Three colour master logo on photographic background of similar hue to PMS 179

Three colour master logo on PMS 548 background.Note: in this colour version the torch is reversed white

Three colour master logo on photographic background of similar hue to PMS 548

D E S I G N C O N C E P T S

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© S O C O G 2 0 0 0


© S O C O G 2 0 0 0

0 2 . 0 7


When using the Sydney 2000 Olympic Torch Relay logo

as a design element, it is important to crop the logo in

a manner that does not compromise the integrity of

the mark. When the logo is cropped in this manner

ensure the full logo is included in the same visual plane.

Illustrated above are some examples of recommended

cropping. Other crops will be assessed on a

case-by-case basis.


© S O C O G 2 0 0 0


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© S O C O G 2 0 0 0

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The Fluid Energy Graphic is inspired by the vitality of the

Australian environment and its people. Elegant, swirling

shapes and concentric forms suggest the vibrant waters

of Sydney Harbour, at the heart of the Host City.

These graphic elements echo the Australian landscape

forms, energy of fire, and the streamlined fluid movement

of the athletic body in action.

The Fluid Energy Graphic is an integral branding element

that can be used to graphically link the Torch Relay with

the Sydney 2000 Olympic Games.

For applications, a suite of configurations of the Fluid

Energy Graphic has been created. Depicted above are

some examples of Fluid Energy Graphic configurations

that can be used for Torch Relay communications.

The Fluid Energy Graphic can be reproduced in many

forms, but for Torch Relay communications it must be

reproduced only in the colour combinations depicted

within these Guidelines.

Please refer to the Sydney 2000 Olympic Games Image

Guidelines for specification and artwork of the Fluid

Energy Graphic.

PMS 179

1 Colour

Configurations

1 Colour 3 Colour* 4 Colour*

Process Cyan

PMS 130

*Please refer to Sydney 2000 Olympic Games Image Guidelinespage 04.04.02 for specification on creating the background vignette. Please note: this specification applies to the background only, the Fluid Energy Graphic reproduces in solid colour as depicted.


0 2 . 1 0


© S O C O G 2 0 0 0

TORCH RELAY

©

OLYMP IC

0 2 . 1 1


© S O C O G 2 0 0 0


All use of the Sydney 2000 Olympic Torch Relay logo

and the NOC Sponsor logos should be in accordance

with contractual obligations.

The approved Sponsor designation should be included

under the Sponsor logo. The appropriate NOC logo must

be included on the same visual plane.

The NOC Sponsor logo should appear smaller than

the Torch Relay logo and never dominate when branding

an application.

The NOC Sponsor logo must be clearly separated from the

Sydney 2000 Olympic Torch Relay logo but always be on

the same visual plane. Unless otherwise approved the

Sydney 2000 Olympic Torch Relay logo must appear to the

left, or be higher on the page than the NOC Sponsor logo.

The Sydney 2000 Olympic Torch Relay logo may appear

only on Olympic Torch Relay related communications.

Written approval from SOCOG for the use of the Sydney

2000 Olympic Torch Relay logo must be received prior

to the star t of production. This written approval must

be obtained via the appropriate NOC.

NOC ’s and their sponsors are not to use the Sydney

2000 Olympic Games emblem in conjunction with their

Olympic Torch Relay communications, imagery and logos.

SPONSORLOGO

Sponsor of the (NOC name)

NOCLOGO

X

SPONSOR LOGO

Sponsor of the(NOC name)

NOCLOGO

X

A minimum distance of 4x is recommended between the logos

L A Y O U T F O R S E P A R A T E D L O G O U S E

L A Y O U T F O R N O C T O R C H R E L A Y S P O N S O R C O M P O S I T E

A minimum distance of 4x is recommended between the logos


© S O C O G 2 0 0 0


0 2 . 1 2

x

x

x

x

x

x

Vertical Configuration

Horizontal Configuration

The Sydney 2000 Olympic Torch Relay logo is most

effective when surrounded by as much uninterrupted

space as possible. The examples show the basic formula

for calculating the minimum clear space and can be used

as a guide to determine the clear space of all logo

sizes. Additional clear space, outside the minimum

requirement, is desirable and sometimes required

for particular applications.

3A P P L I C AT I O N S

Examples of Torch vehicles, publications

and collateral.


© S O C O G 2 0 0 0

0 3 . 0 1


5000

1000

1800

5000

1000

1800

OLYMPIC TORCH RELAY

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© S O C O G 2 0 0 0


5000

1000

1800

OLYMPIC TORCH RELAY5000

1000

1800


© S O C O G 2 0 0 0

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© S O C O G 2 0 0 0



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© S O C O G 2 0 0 0


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© S O C O G 2 0 0 0

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A P P L I C AT I O N S – P R I M A R Y C O N V O Y


© S O C O G 2 0 0 0

A P P L I C AT I O N S – P R I M A R Y C O N V O Y

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© S O C O G 2 0 0 0

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O L Y M P I CO L Y M P I CT O R C H R E L A YT O R C H R E L A Y

O L Y M P I CO L Y M P I CT O R C H R E L A YT O R C H R E L A Y

AMBULANCE



© S O C O G 2 0 0 0

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¤

presenting partner

major supporter

SUPPORTERS

providers

Media partners


© S O C O G 2 0 0 0

0 3 . 2 1


©

Syd

ney 2

00

0 O

lymp

ic Torch R

elay

A press pack using the Torch Relay symbol as thedominant design feature. The Sydney 2000 emblem issmaller acting as an endorsement.


© S O C O G 2 0 0 0


0 3 . 2 2

Here the Fluid Energy Graphic can be used to addmovement and tension to a brochure cover. Thetypeface is Trajan. Notice that scale and compositionplay an important role in the success of the design.

TORCH RELAY

©

OLYMP IC


© S O C O G 2 0 0 0

0 3 . 2 3


S Y D N E Y 2 0 0 0 O L Y M P I C T O R C H R E L A Y

©

A folder cover using a detail of the main Torch Relay symbol in a subtle tint on solid blue and TorchRelay typography in a subtle tint on solid red. Thevertical and horizontal lines within the design create a strong tension. The Sydney 2000 emblem is used as an endorsement.


© S O C O G 2 0 0 0


0 3 . 2 4

©

A book jacket using the Fluid Energy Graphic is usedas a vertical feature. A ver tical configuration of theTorch Relay logo is used. Again composition plays an important role.


© S O C O G 2 0 0 0

0 3 . 2 5


TORCH RELAY

©

OLYMP IC

TORCH RELAY

©

OLYMP IC

TORCH RELAY

©

OLYMP IC

TORCH RELAY

©

OLYMP IC TORCH RELAY

©

OLYMP IC

TORCH RELAY

©

OLYMP IC

1 colour 1 colour

4 colour 2 colour

3 colour 4 colour

Depicted on this page are some indicative examples of

A4 communications showing how to combine the Torch

Relay design elements, from one colour through to four

colour applications.


© S O C O G 2 0 0 0

S Y D N E Y 2 0 0 0 O L Y M P I C T O R C H R E L A Y

©

A folder cover using a detail of the main Torch Relay symbol in a subtle tint on solid blue and TorchRelay typography in a subtle tint on solid red. Thevertical and horizontal lines within the design create a strong tension. The Sydney 2000 emblem is used as an endorsement.


0 3 . 2 6

4C D - R O M

Includes this book as a PDF file for viewing

with Adobe Acrobat Reader which is also

included on this CD.

001 Sponsor Hospitality Programmes

002 Look of the Games

003 Torch Relay

004 ATSI

005 Olympic Villages

006 Youth Camp

Other Design Evidence books


© S O C O G 2 0 0 0

007 Medals and Certificates

008 Olympic Posters

009 Message Stick

010 Brand Architecture

011 Post Games Report

012 Web Design

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