To mark the milestone of three years to go, the Birmingham 2022 Commonwealth Games has unveiled its new brand identity which underpins its vision to create a ‘Games for everyone’.
Creating a unique ‘B’ shape the logo has been formed by visually connecting communities from ten key locations across the region, many of which will be hosting sports during the Games.
The vision and rationale for the branding came from over 160 hours of in-depth consultation with local communities across the West Midlands during a four-month period, which provided an opportunity for over one thousand people in the region of all ages and backgrounds to share their feelings on what the Birmingham 2022 Commonwealth Games needs to deliver for the West Midlands.
Through this co-creation approach, the design process looked at different ways to connect the region together and to support the varied and complex stories each community has to tell. The result is an easily recognisable and distinctive identity that makes an impact, prompting people to rethink what they expect from Birmingham and the Commonwealth Games. The primary colour palette was also developed directly from feedback during the consultation to represent Birmingham as the youngest city in Europe.
Birmingham 2022 also utilises a bespoke Games font which was created by analysing the existing typography that can be seen across the West Midlands. By studying images of handwritten signs, the font is characterised by variations in height, angle and width, irregular centre line alignment and spacing, the prevalence of ‘fat’ endings to words and minimal contrast in strokes. By analysing variations of each letter and undergoing a process of tracing, adjusting and refining to create the final font, the result is a totally unique typography that has truly been crafted through the influence of the people and places of the region.
At every step of the development process, the brand has been rooted in the region from the locations brought together to form the logo to developing a bespoke typeface derived from hand rendered letterforms from across the West Midlands.
Josie Stevens, Chief Marketing and Communications Officer for Birmingham 2022, said:
“The Games is a unique opportunity for Birmingham to put the city and the region on the map, which is precisely what our brand does. It is through in-depth consultation with communities across the region that we were able to co-create something that is bold and dynamic just like the region itself. This approach has created an identity that enables the Games and the people of Birmingham to tell their story and make this the Games for everyone”.
The Birmingham 2022 Commonwealth Games is a once-in-a-lifetime opportunity that will bring athletes, officials, spectators and local people together in a unique celebration of sport, culture and business, creating growth and positive change in Birmingham and wider the West Midlands. The mission of Birmingham 2022 is to bring people together, help to improve health and wellbeing, provide a catalyst for change and help the region to grow.