The city of Seattle and its hometown agency Publicis are unveiling the comprehensive brand identity for the 2018 Special Olympics USA Games (the 50th Anniversary of the Games) taking place in the Northwest city July 1-6.
The pro bono work includes an overarching “Rise With Us” brand identity and unique, athlete-inspired taglines.
Additional elements include animated graphics for the Opening Ceremonies in University of Washington's Husky Stadium, as well as designs for the medals and ribbons, posters, and athlete bags.
The creative echoes the pride and action Seattle takes in garnering support and attention for progressive, inclusive organizations like Special Olympics. This is reflected in Seattle’s City of Inclusion initiative whereby businesses and organizations are creating a community where people with intellectual disabilities are whole-heartedly welcomed and valued.
The Games’ “Flame / Drop” logo is designed to serve as a combination of the iconic Olympic flame as well as a water drop to represent the rain Seattle is known for, as well as the Puget Sound, Pacific Ocean, and the numerous lakes and rivers of Washington State.
The blue, green, and purple colors are meant to represent the sweat of the athletes, the tears of joy and heartbreak during competition, and the natural colors of the landscape that make up Washington State.
"Each individual athlete, representing their home state and family, deserves to be recognized for their achievements, and we
believe this year’s look and feel wholly embody the spirit of the outstanding athletes, as well as the mission of the 2018 USA Games," says Jason Lucas, ECD, Publicis Seattle.
The event's opening ceremony airs live on ABC and ESPN will cover the events throughout the week.