Team Scotland Birmingham 2022
After a successful competitive pitch, Loop were commissioned to produce the Games specific branding and look and feel for Team Scotland at the Birmingham 2022 Commonwealth Games.
While Birmingham prepared to host the 2022 Commonwealth Games, we were busy creating the Games specific branding for Team Scotland.
Finding many links between the host city and Scotland, the brand identity was inspired by Birmingham’s strong manufacturing roots. The city is well-renowned as the world’s first manufacturing town and a leading city in the UK’s industrial revolution. Two influential figures during this innovative period in Birmingham were Scots — James Watt and William Murdoch.
William Murdoch is said to have walked over 300 miles from Scotland to Birmingham to ask for a job with James Watt. The sheer determination Murdoch possessed echoes the strength and commitment of the Team Scotland athletes, while the steam power the industrial revolution leaders developed links to energy and movement.
The Team Scotland Birmingham 2022 logo combines innovation, energy and movement to highlight the fast-paced nature of the Games, with the Team Scotland thistle at the heart.
Using manufacturing and heavy industrial angles, we selected moving patterns as core conceptual themes. As the patterns were created by warping and repeating a series of shapes inspired by gas molecules, these themes accentuate the links between Birmingham and Scotland and the Scottish innovators with their industrial influences.
We were commissioned by Team Scotland to design a magazine for athletes, staff, friends and family at the Games. Using articles, photography and illustrations from a series of talented Scottish illustrators, we designed the 108-page magazine with the athletes front and centre. Clean typography and minimal colour palettes let the athletes’ stories speak for themselves, allowing the national heroes to really shine.
To ensure a truly special keepsake, the magazines were thread sewn with a soft touch laminate outer cover. The inside pages were printed on uncoated stock, giving the pages a premium matte finish.
Featuring cover illustration “One Team” by Marcus Marritt.
From social templates to large installations, we provided a variety of print and digital assets for Team Scotland. After several site visits to Birmingham, we designed the look and feel of Scotland House, the home from home communal area for Scottish athletes, staff, friends and family. Bursting with Team Scotland’s bold brand colours, the space was transformed by the addition of cube stacks, vinyl prints, a timeline of Team Scotland’s Games history and even an Insta worthy winner’s podium with props.
We also designed assets for the Performance Centre, a space where athletes could meet and train together. Highlights from the Performance Centre include a running track floor vinyl and a Time for Heroes installation for photo opportunities to capture memories for the athletes that will last forever.
An impressive 9,664 printed materials were commissioned for the Games with accreditation, media guides and branded POS to name a few. From pitch to completion, the project was 22 months in the making and Birmingham 2022 was Team Scotland’s most successful Games ever outside Scotland.
