#Baku2015 European Games Reveal New Branding28 August 2014
The Baku 2015 European Games has today unveiled new branding that combines Azerbaijan’s history, heritage and culture with elite European sport.
The look has been inspired by the country’s capital Baku, and the colourful new images will feature on venues, tickets, uniforms and all official merchandising of the inaugural European Games.
Mr Simon Clegg, Chief Operating Officer of Baku 2015 European Games Operation Committee (BEGOC), said: “The new brand is a dynamic and fresh new look for Baku 2015 which symbolises our pride in ancient Azerbaijani heritage, the natural beauty of the country and a desire to create an innovative sports event that will be enjoyed by the whole of Europe.
“Over the coming weeks and months, the look will become synonymous with the European Games and provide an immediate visual link to all aspects of our identity here in Azerbaijan.”
The new look is also part of a relaunch of the official Baku 2015 website, which has been updated and revamped.
The new look was created by the SomeOne agency, who had previously worked on branding for the London 2012 Olympic and Paralympic Games.
Mr Gary Holt, co-founder and Executive Creative Director of SomeOne, said: “Having visited Baku during the immersive phase of the project, we were impressed at just how lush and beautiful the city was.
“This inspired the creation of a living property – the Baku 2015 pomegranate tree. Alive with athletes, Azerbaijani art and the pomegranates themselves, the tree has been designed to be adaptive, celebrating elite sport in the amazing setting of Baku.”
The images will also feature on corporate stationery, medals and the dressing of the host city on billboards and banners in Baku as the countdown to the Games continues.
Charlie Wijeratna, Commercial Director of Baku 2015, said: “We are delighted with the beautiful and intricate designs and pictograms that SomeOne have created to bring the European Games to life.
“They have designed a look which will be effective across all our anticipated uses, from medals to uniforms and for branding of all shapes and sizes.”
Boxing is one of the sports that has the most number of competition days in the Baku 2015 programme, Boxing will be held over a 12-day period from 16–27 June and feature 296 athletes and 15 medal events. There will be 10 weight categories for men and five weight categories for women, which for the first time at a major Boxing tournament is an increase from the usual three weight categories for women. Bumper crowds will be cheering on their boxing heroes – both local and international – in the setting of Crystal Hall.