The Special Olympics USA Games Organizing Committee teamed up with Publicis Seattle and a squad of athletes to create and launch a new logo for the 2022 Special Olympics USA Games in Orlando.
The committee and its agency worked with nine artistic and talented Special Olympians on the logo project – marking the first time in the organization’s 50-year history that its logo was inspired and designed by Special Olympics athletes themselves.
Each sports star designed their own, personal and unique logo and these were collectively used to inspire the team and combined to form the final logo.
The athletes met with the committee marketers and agency designers for a three-day workshop in host city Orlando to develop the logo vision for the 2022 USA Games.
Working from establishing objectives, to creating the logo itself and determining the primary colour palette this was a co-created sports design project.
The final design symbolises the natural elements of the state of Florida and culminates in a fiery spark to reflect and project the Special Olympics spirit.
Check out the cool athlete-designed logo for the 2022 USA Games in Orlando. Nine @SpecialOlympics athlete designers helped create the logo that showcases the power of unity while blending elements reminiscent of Florida, where the Games will take place. #ShineAsOne pic.twitter.com/wtsE6Tmm2m
— Special Olympics MI (@SpOlympicsMI) August 9, 2019
The athletes working with Publicis Seattle were Aarushi Pratap of Special Olympics Florida (Fashion Design), Andrew Weatherly of Special Olympics New Jersey (Abstract Painting), Caroline Shin of Special Olympics Florida (Web Design), Coby Fineran of Special Olympics Iowa (Tattoo Artist), Haley Waggoner of Special Olympics Nebraska (Cake Decorating), Lee Savage of Special Olympics Florida (Drawing), Mariah Gilbert of Special Olympics Washington (Drawing), Marta Páramo of Special Olympics Florida (Painting) and Patrice Jetter of Special Olympics New Jersey (Graphic Design)
The whole process was filmed by Iranian-American director Rayka Zehtabchi, known for her 2018 Academy Award-winning docu-short ‘Period. End of Sentence.’ and turned into a mini documentary which formed the core content piece of the logo promotion.
The film sets out to show ‘the joy and talent the designer-athletes brought to the table’ and how a ‘combination of their designs created end final product’.
This behind-the-scenes social documentary style spot debuted online on 6 August as part of the unveiling campaign.
Comment:
We salute this fresh design approach to developing the 2022 Special Olympics USA Games logo – a process and platform that unlock the creativity, confidence and skills of the Special Olympics athletes themselves.
Thus reflecting the very spirit and purpose of the event itself.
Links:
Special Olympics USA Games Organizing Committee
https://www.specialolympics.org
https://twitter.com/SpecialOlympics
https://www.instagram.com/specialolympics/
https://www.facebook.com/SpecialOlympics
https://www.linkedin.com/company/special-olympics/
Publicis Seattle
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