The consultancy – which has offices in Glasgow, London and New York – was appointed in October to create the new branding, unveiled today at Glasgow’s Clyde Auditorium.
Marque’s identity replaces a bid logo designed by Tayburn. It is intended to communicate the concepts of time, data and measurement. In a press statement, the Glasgow 2014 organisers say, ‘The creative concept behind the brand is derived from the basis of all sport – time, data and measurement. [For example, information about] who jumps the highest, swims the fastest, lifts the heaviest.’
The logo revolves around three elements: a red, outer ring that is intended to represent the fact that this is the 20th Commonwealth Games; a shorter, yellow ring representing the 17 sports on the programme; and a third, short blue ring symbolising the 11 days of competition.
Commonwealth Games Federation chief executive Mike Hooper describes the logo as ‘original and refreshing, with a great degree of flexibility’.
Marque managing director Mark Noë says, ‘We hope that the identity will become an iconic symbol celebrating a very special moment in time.’