Elmwood works on Glasgow 2014 Games strategy

Elmwood is developing the brand strategy for the Glasgow 2014 Commonwealth Games.

The games’ organising committee has briefed Elmwood to base the brand’s personality, values and positioning on the initial bid branding, created by Tayburn and Navyblue.

Edinburgh-based group Tayburn designed the bid logo, while Navyblue acted as brand guardian.

Elmwood was awarded the contract at the end of March, after winning a competitive pitch with two other consultancies.

Jo Coomber, managing director at Elmwood’s Edinburgh office, says, ‘Once you win, there is a need for slightly different branding. It’s a different phase. It’s now about celebrating Glasgow, Scotland and the experience of the games in 2014.’

Coomber says that the brand strategy will ‘underpin absolutely everything the committee will do, including all of their communications and messaging’.

The first phase of the brand strategy will launch ‘imminently’, and will inform the identity brief and all the messaging that is sent to stakeholders.

Designing the identity for the games is not a part of the brand strategy brief that Elmwood has been awarded, according to Coomber.

‘This is not about designing the identity, which is a separate piece of work. We don’t know if it will be us at this stage,’ says Coomber.

The games will run from 23 July to 3 August 2014.