Working in collaboration with Glasgow Life and World Athletics, I delivered a series of illustrations and pictogram for the event look and feel.
Evolving from an existing visual identity, the objective was to create an exciting
new look exploring Scottish and athletics cultural inspirations:
• Development of a unique inclusive and diverse illustrative look.
• New brand assets: 4 action poses, 5 city pictogram and 2 compositions.
Glasgow, a diverse city with unique culture and people.
The World Athletics Indoor Championships Glasgow 2024 takes inspiration and meshes up and live sport, art, pop and local culture to create a truly Scottish look.
The graphic DNA
The pictograms are action poses inspired by comic book illustrations but also the geometry of tartan and World Athletics brand. They portray the athletes as superheroes.
Diversity is an important aspect of this identity and the illustrations have skin tone variations to ensure all races are represented.
City icons
The refreshed WAIC Glasgow 2024 brand identity also portrays the iconic Glasgow landmark to combine with the hero poses to give a sense of place to the look in master composites
The master compositions combine the tartan, saltire and there action poses representing the main disciplines: run, jump and throw. And to fully express diversity and inclusivity, men and woman heroes are swapped between applications as well as skin tone variations.
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