Brisbane 2032 Logo & Look of the Games

[Sir Rols]

‘Bout time this had it’s own thread, considering the news last month:

 

Quote

 

couriermail.com.au

 

Brisbane Games emblems, mascot release dates announced

Stephanie Bennett

3–4 minutes

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With Queensland “technically at year one” in its 2032 Games schedule, the chief organiser is eager for the whole state “to be singing from the same hymn sheet”.

Future Brisbane 2022 will present a line up of world-class experts and industry leaders to discuss how the Brisbane 2032 Olympic and Paralympic Games can redefine mobility and connectivity across South East Queensland.

The Brisbane office for VMLY&R delivered the winning bid for the key contract with a consortium of majority Queensland-based agencies, including Landor & Fitch, Kantar Public and First Nations consultancy, BlackCard.

Brisbane 2032 president Andrew Liveris said VMLY&R and the consortiums’ experience impressed the Games Organising Committee, having worked on multiple Olympic and Paralympic Games including Sydney, London, Rio de Janeiro, Nagano, Salt Lake City, Milano Cortina and Atlanta.

Brisbane 2032 president Andrew Liveris. Picture: Patrick Woods

“It is important to us that we engage organisations that understand, and ideally work within, the local market, have demonstrated capability to work on the global stage, and align to the values of Brisbane 2032, the International Olympic Committee and the International Paralympic Committee,” he said.

The deal is the second major announcement in a week for the 2032 Games, following the news that global executive Cindy Hook had been appointed as chief executive.

Mr Liveris said delivering the emblems and the visual strategy for the Games was a key milestone, with the designs set to be unveiled in the middle of next year.

A mascot will be further down the track, with Mr Liveris saying the community would also have the ability to be involved through community consultation, market research and market testing

“This is technically year one, and we’ve made really great progress,” he said.

“I’m anxious to get everyone on the same page, about what this means for South East Queensland, for Queensland and for that matter the country – I want us to be singing from the same hymn sheet.”

Brisbane 2032 president Andrew Liveris says delivering the emblems and the visual strategy for the Games is a key milestone. Source: Brisbane City Council

Mr Liveris said three First Nations student interns would be recruited through local universities to work with and learn from the brand design team.

“The approach to deliver the Brisbane 2032 Olympic and Paralympic emblems will include an Athletes of the Future panel, including 20 young athletes from a range of levels of competition with lived experience of disability and different cultural backgrounds,” he said.

VMLY&R managing director Adam Kennedy said the company was looking forward to being part of a critical step forward for the Games.

“We are honoured and humbled to be able to play this important role in setting the brand strategy and visual identity for the Brisbane 2032 Olympic and Paralympic Games,” he said.

“We know how important this opportunity is to the people of Brisbane, Queensland, and Australia.”

Mr Liveris said the visual strategy was vital as the quest to secure sponsorship ramps up over the coming years, and said he was impressed with how other cities, such as London, had used branding to showcase their Games.

 

 

Edited January 2, 2023 by Sir Rols

[Sir Rols]

For a bit of fun, here’s what our forumers came up with in their own logo subvmissions for our Brisbane logo comp

And here’s the winner, from @Victorian, which I think was one of our best logo comp designs of all time!

[Sir Rols]

And speaking of logo comps - do pop around to this year’s poll to vote for a new winner. We need people to vote to make it a success.

Just click here

Edited January 2, 2023 by Sir Rols

[cube]

Was there even a Bid Logo?

i don´t think so - one of the reasons why i disliked the whole "give it to Brisbane" procedure. (don´t mind the outcome) 

[Bear]

8 hours ago, cube said:

Was there even a Bid Logo?

i don´t think so - one of the reasons why i disliked the whole "give it to Brisbane" procedure. (don´t mind the outcome) 

technically yes -

[Australian Kiwi]

The city has twice bidded to host the Olympic Games, and is now hosting one, and is yet to give is a logo (the 1992 bid didn't have a logo - just used the Australian Coat of Arms and the Olympic rings):

 

However, according to the Australian Sports and Olympic Museum archives this was designed for the 1992 bid committee but never ended up being formally used:

[cfm Jeremie]

No logo yet but first brand element unveiled by Brisbane 2032 :

"Brisbane 2032. Shine Brightest. Together"

(film on Brisbane 2032 linkedin profile)

[Sir Rols]

45 minutes ago, cfm Jeremie said:

No logo yet but first brand element unveiled by Brisbane 2032 :

"Brisbane 2032. Shine Brightest. Together"

(film on Brisbane 2032 linkedin profile)

Forgotten my LinkedIn password (and couldn’t repost the video if I could find it anyway). If anyone else can access the video, could you re-post it here?

[TorchbearerSydney]

Logo will be a few years.....it affects marketing to have too many logos floating around.....branding has to switch from Paris to LA before thinking about having Brisbane in the zeitgeist!

[Sir Rols]

Okay, found the video. No graphics branding, but “Shine brighest, together” could be the motto…

 

[yoshi]

No logo but that looks suspiciously like a custom font for the Games branding? Plus heavy use of that Uluru-ish red colour, in the channel icon & thumbnail background. I wonder if we might get a logo launch as the 8 years to go celebration on July 23?

[sebastien1214]

I'm still waiting for their 2032 bid logo.

[TorchbearerSydney]

What a terrible video- looks cheap, sounds cheap...and has nothing to say (like a Fencing 76 speech).

I think Brisbane is going to be a hot mess on all fronts. Their outdated parochialism does not play well on a global stage.

[Sir Rols]

28 minutes ago, TorchbearerSydney said:

What a terrible video- looks cheap, sounds cheap...and has nothing to say (like a Fencing 76 speech).

I think Brisbane is going to be a hot mess on all fronts. Their outdated parochialism does not play well on a global stage.

Yeah, it really had nothing to say. Nothing to raise anticipation or excitement. Just the same old tired Oz tourism cliches and platitudes.

[Bear]

5 hours ago, Sir Rols said:

Yeah, it really had nothing to say. Nothing to raise anticipation or excitement. Just the same old tired Oz tourism cliches and platitudes.

5 hours ago, TorchbearerSydney said:

What a terrible video- looks cheap, sounds cheap...and has nothing to say (like a Fencing 76 speech).

I think Brisbane is going to be a hot mess on all fronts. Their outdated parochialism does not play well on a global stage.

it's clearly just meant to be the first of several videos, id wait until more of them come out.

8 hours ago, yoshi said:

No logo but that looks suspiciously like a custom font for the Games branding? Plus heavy use of that Uluru-ish red colour, in the channel icon & thumbnail background. I wonder if we might get a logo launch as the 8 years to go celebration on July 23?

Yes, after seeing their LinkedIn post, I'm pretty sure the font and colors will be for the finalized brand:

Quote

Over the past year, we've been developing the #Brisbane2032 brand. So far, we’ve listened to people across Brisbane, Queensland and Australia, to understand what locals want to be known for through the window of the Games.

You've told us that you're most proud of our:
🌴 Diverse nature, like our beaches, rainforests, and the Great Barrier Reef🤿🏖️🌲
👋Warm and welcoming people🌞
💗Passion for all sport 🏊🏻♀️🏋🏻♂️🚴🏻♀️🦿🤽🏼🎾👨🦽⚽️🏀🤺

Most of all, people want to see themselves in the Brisbane 2032 brand. They want to feel represented, welcome and that they belong.

We've developed a people-centric brand that's built around the brand position, ‘where everyone can shine their brightest’.

So here's a first look at our new shiny brand.

What I'm surprised about is them already revealing the motto (assuming that Shine brightest. Together. is the motto, because then what would be the point on having it front and center?). We don't even have the permanent mottos for Milano Cortina 2026 or LA28, so for Brisbane to already come out with theirs is certainly interesting...

[cfm Jeremie]

I don’t think it is necessarily the final motto. At this stage it is most likely a brand statement.

[Sir Rols]

2 hours ago, Bear said:

What I'm surprised about is them already revealing the motto (assuming that Shine brightest. Together. is the motto, because then what would be the point on having it front and center?). We don't even have the permanent mottos for Milano Cortina 2026 or LA28, so for Brisbane to already come out with theirs is certainly interesting...

 

58 minutes ago, cfm Jeremie said:

I don’t think it is necessarily the final motto. At this stage it is most likely a brand statement.

Throwing in the Together though seems to me the giveaway. It’s too on-par with the current IOC formula IMO for it not to be. I don’t see why they’d do an “interim” placeholder motto.

Over the past year, we've been developing the #Brisbane2032 brand. So far, we’ve listened to people across Brisbane, Queensland and Australia, to understand what locals want to be known for through the window of the Games.

Quote

 

You've told us that you're most proud of our:
🌴 Diverse nature, like our beaches, rainforests, and the Great Barrier Reef🤿🏖️🌲
👋Warm and welcoming people🌞
💗Passion for all sport 🏊🏻♀️🏋🏻♂️🚴🏻♀️🦿🤽🏼🎾👨🦽⚽️🏀🤺

Most of all, people want to see themselves in the Brisbane 2032 brand. They want to feel represented, welcome and that they belong.

We've developed a people-centric brand that's built around the brand position, ‘where everyone can shine their brightest’.

So here's a first look at our new shiny brand.

 

I hadn’t seen the LinkedIn post (had to find the video on YouTube). Thanks for that @Bear. Well, that’s pretty explicit that it IS a brand teaser…

Edited June 1 by Sir Rols

[TorchbearerSydney]

Q: It's clearly just meant to be the first of several videos, id wait until more of them come out.

 

In 2024 I would be embarrassed to have that video come out for my organisation- it is so amateur, even a talented high school student could do better.

No excuses for sloppy and cheap work.....

 

[cfm Jeremie]

2 hours ago, Sir Rols said:

 

Throwing in the Together though seems to me the giveaway. It’s too on-par with the current IOC formula IMO for it not to be. I don’t see why they’d do an “interim” placeholder motto.

Because 8 years is an extremely long time to activate a brand and that your narrative will evolve.

LA 28 has used “Creating what’s next” when they launched their brand. We will see whether it stays the same until 2028.

[Rob2012]

Meh, what Brisbane is producing (for whose consumption - a few internal presentations probably?) when its third in line to host barely matters. The channel has 4 subscribers.

It's fine for a video 8 years out.

As for the slogan, iirc London had an interim slogan for a while too. For the life of me I can't remember what it was.

[Sir Rols]

It’s not as if the mottos are ever more than innocuous, vaguely high-minded sounding, phrases that really stamp a games. Most are forgettable. Shine brightest, together seems to fit that formula pretty closely, and hardly ties anything down.

Same as the whole video. Apart from - possibly - maybe hinting at a colour and a font, it’s a pretty banal branding statement - “we have diverse landscapes, we’re friendly and we like sports”. As an Aussie, I find that pretty cliche and cringe.

  

[Rob2012]

1 hour ago, Rob2012 said:

Meh, what Brisbane is producing (for whose consumption - a few internal presentations probably?) when its third in line to host barely matters. The channel has 4 subscribers.

It's fine for a video 8 years out.

As for the slogan, iirc London had an interim slogan for a while too. For the life of me I can't remember what it was.

Bit of Googling and I've found it. "Sport at Heart" was used for a long time from final bid videos in Singapore 2005 onwards. In fact, it wasn't until the 100 Days To Go mark that "Inspire A Generation" was unveiled. Which feels very late. But I remember the latter and had totally forgotten the former, which was used for almost 7 years.

So yeah, marketing gumpf 8 years out barely matters.

[Australian Kiwi]

It looks fairly plain and meaningless tbh. 

The video actually had the feel of an Olympic bid promotion - not that of an actual locked in host.

[Sir Rols]

16 hours ago, cfm Jeremie said:

LA 28 has used “Creating what’s next” when they launched their brand. We will see whether it stays the same until 2028.

I wasn’t even aware of that till you mentioned it. Looking it up, I see they indeed are using it across a bit of their internet presence. Yeah, I wonder if hat will stay?

12 hours ago, Australian Kiwi said:

The video actually had the feel of an Olympic bid promotion - not that of an actual locked in host.

Even for a bid video it would be pretty meh compared to a lot of the others produced in the past. At best a short interlude video in their presentation to the IOC voting session before bringing on the school kid and the aboriginal elder to tell the members what bringing the Games to Brisbane would mean to them.

13 hours ago, Rob2012 said:

Bit of Googling and I've found it. "Sport at Heart" was used for a long time from final bid videos in Singapore 2005 onwards. In fact, it wasn't until the 100 Days To Go mark that "Inspire A Generation" was unveiled. Which feels very late. But I remember the latter and had totally forgotten the former, which was used for almost 7 years.

So yeah, marketing gumpf 8 years out barely matters.

Lol! About a year ago here (on one of the Brisbane threads) we were discussing what the Sydney motto was and there was no clear consensus. “Share the Spirit” was suggested (and indeed gets thrown up in some Google results), but that was very definitely the bid motto, even if it did linger a bit after. “Dare to Dream” was mentioned, but afaik that was only the name of the song John Farnham and Olivia Newton-John sang at the OC. “Games of the New Millennium” was what I remembered plastered on the hoardings at Stadium Australia.

Anyway, I challenged myself to see what mottos I can actually remember without googling. I do far better in the 1990s and early 2000s than any recent ones:

1992 - Friends for Life/Amigos para Siempre

1994 - ?

1996 - The Centennial Games

1998 - ?

2000 - see above

2002 - ?

2004 - The Games Come Home

2006 - Passion Lives Here

2008 - ? (One World Something?)

2010 - With Glowing Hearts (only remember because it came up recently)

2012 - Inspire a Generation (only thanks to your post @Rob2012) Had no recollection of Sport at Heart

2014 -  ?

2016 - ? (New World something?)

2018 - ?

2020 - ? (Something something Together?)

2022 - ?

2024 - Games Wide Open (only because it’s current. And maybe it sounds better in French, but in English I think it sounds very clumsy, if not downright suggestive)

Edited June 2 by Sir Rols

[sebastien1214]

29 minutes ago, Sir Rols said:

I wasn’t even aware of that till you mentioned it. Looking it up, I see they indeed are using it across a bit of their internet presence. Yeah, I wonder if hat will stay?

Even for a bid video it would be pretty meh compared to a lot of the others produced in the past. At best a short interlude video in their presentation to the IOC voting session before bringing on the school kid and the aboriginal elder to tell the members what bringing the Games to Brisbane would mean to them.

Lol! About a year ago here (on one of the Brisbane threads) we were discussing what the Sydney motto was and there was no clear consensus. “Share he Spirit” was suggested (and indeed gets thrown up in some Google results), but that was very definitely the bid motto, even if it did linger a bit after. “Dare to Dream” was mentioned, but afaik that was only the name of the song John Farnham and Lilia Newton-John sang at the OC. “Games of the New Millennium” was what I remembered plastered on the hoardings at Stadium Australia.

Anyway, I challenged myself to see what mottos I can actually remember without googling. I do far better in the 1990s and early 2000s than any recent ones:

1992 - Friends for Life/Amigos para Siempre

1994 - ?

1996 - The Centennial Games

1998 - ?

2000 - see above

2002 - ?

2004 - The Games Come Home

2006 - Passion Lives Here

2008 - ? (New World Something?)

2010 - With Glowing Hearts (only remember because it came up recently)

2012 - Inspire a Generation (only thanks to your post @Rob2012) Had no recollection of Sport at Heart

2014 -  ?

2016 - ? (New World something?)

2018 - ?

2020 - ? (Something something Together?)

2022 - ?

2024 - Games Wide Open (only because it’s current. And maybe it sounds better in French, but in English I think it sounds very clumsy, if not suggestive)

The English translation of the Paris 2024 slogan is quite clumsy. In French it is "Ouvrons grand les jeux", the literal translation in English would be "Let's open the games wide". But maybe it was too long for a slogan in this English version.