Swett Design - Olympics

Branding The Copenhagen Olympics

The Olympic games are known for their unique, ever-changing branding systems that include logo identity, icons, advertising, & most importantly, a cohesive visual identity.

These are materials that I have created as a part of a conceptual Olympic Games assignment crafted for the course ART 339 - Branding Systems at Fort Lewis College.

Posters & Advertisement

The Olympic games are an internationally recognized event, however, there is still a need for advertisement to drum up interest for in-person attendees and those who are tuning in on their TV. Below are poster advertisements to be implemented through physical installations like posters, banners, and bus stops as well as web banners to be implemented on web-based advertisement platforms.

Copenhagen Olympics 2024 Poster "Golden"

Copenhagen Olympics 2024 Poster "Sprinter"

Copenhagen Olympics 2024 Poster "Lifter"

Copenhagen Olympics 2024 Web Banner ad "Golden"

Copenhagen Olympics 2024 Web Banner ad "Sprinter"

Copenhagen Olympics 2024 Web Banner ad "Lifter"

Copenhagen Olympics 2024 Web Banner ad Mockups

Branding guidelines

Below is a booklet that specifies the proper use of my branding system which is to be referenced by other designers creating materials for the games. The booklet covers specifics of the logo, alternate marks, typography, color scheme, sports icons, inappropriate/disallowed modification, as well as relative proportions for the logo.

These guidelines will ensure that the entirety of the 2024 Olympic games share a cohesive visual identity throughout all public-facing materials like advertisements, bumpers, in-person signage, brochures, or anything meant to spread awareness to the public.

Copenhagen Olympics 2024 Branding Guidelines Front Cover

Copenhagen Olympics 2024 Branding Guidelines Back Cover

Copenhagen Olympics 2024 Branding Guidelines Spread

Copenhagen Olympics 2024 Branding Guidelines Front Cover

Copenhagen Olympics 2024 Branding Guidelines Table of Contents and Logo Specifications

Copenhagen Olympics 2024 Branding Guidelines Typeface

Copenhagen Olympics 2024 Branding Guidelines Color Specifications and Logo Styles

Copenhagen Olympics 2024 Branding Guidelines Appropriate Use and Event Icons

Copenhagen Olympics 2024 Branding Guidelines Alternate Marking and Tagline

Copenhagen Olympics 2024 Branding Guidelines Back Cover

Sporting Event Icons

One of the keystone design elements of the Olympic games are the symbols that represent individual sports. These icons are displayed on televised and streamed programs that allow viewers to quickly identify the sport for all audience members, including individuals that don't read or understand the broadcasted language.

These icons are designed to emphasize the "impulse" of each sport, which is suggested by a combination of the intentional positioning of the triangle in the direction of impulse as well as the wrinkles in each athlete's clothing. I have also continued the branding identity here as well, utilizing the same colors listed in my branding system and incorporating the alternate mark on the faces of the athletes.