2015 Canada Winter Games

on Oct 27
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The 2015 Canada Winter Games

Logo and Branding, Launch Video

From February 13 – March 1, 2015, Prince George and Northern British Columbia will play host to 3,600 athletes, coaches and officials, up to 6,000 volunteers, hundreds of media and medical professionals, and thousands of visitors. This event will be the largest multi-sporting and cultural event to ever be held in Prince George and Northern British Columbia. Epic Design developed the Games logo and the branding for the event based on feedback collected from the community. The logo and branding officially launched April 14th, 2012.

The team consists of the Creative Director / Project Manager Andi Mortenson, Lead Designer Jason Yoshioka, and Senior Designers Teena Aujla and Leah Browne.

Challenge: The first challenge we faced was how to create a mark for the Prince George Host Society that used the Canada Games mark at 50% weight. The leaf and ‘Jeux Du Canada Games’ is a required piece in order to get approval from the Canada Games council. The second challenge, was how to incorporate as much local influence as possible. In February 2012, several focus group sessions were held by Creative Director, Andi Mortenson, and Lead Designer, Jason Yoshioka and hosted by the 2015 Canada Winter Games. Participants answered a number of questions in relation to the 2015 Games and the region in an effort to help shape the visual identity. One of the most important things was for the athletes to be proud of the brand, so it became one of our top goals. Additionally, previous community and regional engagement sessions were held in November 2011 by the Canada Games Council and 2015 Canada Winter Games to help establish a mission statement and core values.

Solution: One of the first things we noticed on travelling to Prince George is how closely connected the region is through the highways, railway and rivers, defining Prince George as a hub. You notice footprints everywhere in the snow, and the idea of paths and journeys surfaced — which lead to some deeper connections with the region being on a journey to self-improvement. We worked to incorporate this and the first nations influence, along with all of the input we had gathered to have this connect back to the region as much as possible.

Rationale

Prince George 2015 Canada Winter Games:
A journey — uncovering the beauty, opportunity and potential living within our region

Prince George is the undiscovered gem of the northern region of British Columbia, on a journey of enduring advancement. This journey has many paths, each chosen by its residents, athletes and visitors, which will lead us to a renewed spirit, passion, pride, and confidence within our region.

Our mark for the 2015 Canada Winter Games, much like the region itself, is a hub: the railway, rivers, and two major highways criss-cross in the city centre to reinforce this fact. It’s the central crossing point for the entire province, uniting all six regions. These six regions are represented by the cheering figures that make up the mark, demonstrating the excitement of the Games. In addition, the City of Prince George sits geographically within the Lheidli T’enneh First Nation traditional territory, whose name itself means “The people from the confluence of two rivers.”  

The ‘V’ at the top of the mark represents not only the two rivers converging into one, but also a lanyard that forms a medal. This connects it back to the most important element of the Games: the athletes. Athletes participating in the games also follow a personal journey and, more literally, follow tracks of their own to achieve excellence in their sport. Wildlife are also a large part of daily life in the region, with their own network of paths shared with athletes and residents for outdoor activities. 

The Games are an opportunity to let our people shine, and to build local, provincial and national pride, exceed expectations, resulting in lasting legacies and a renewed image. Canada’s next champions will achieve personal bests, and we will strive to put on the best, most memorable games that this region possibly can.

In 2015, choose your path, leave your tracks, and journey with us as we rediscover our community and region.

Results: We feel strongly that we have created a flexible brand with regional influence with has a lot of opportunity to build upon, for creating sub-brands, merchandise and venue signage. 

Below are some examples of the look.

CWG_scenes

 

The Prince George 2015 Canada Winter Games Look of the Games visual identity is applied to everything from fence scrims to athlete pinneys to merchandise. The visual identity consists of three scenes: Ice, Nature, and Canada. Each landscape scene is made up of paths, triangles, textures, animal creatures, athletes and some include local landmarks.

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