Here is a timely, practical brand strategy question for Brazil, from Brazil.
As you know, Rio de Janeiro will host two big events – the 2014 Football World Cup, and the 2016 Summer Olympics. For each event, sports agencies and regional and local government officers will soon seek branding and environmental design solutions for a variety of venues.
My question: As branding advisors, for each event should we advocate a “master brand” integrating system, with common visual elements across all venues – or should we look for “constellation expressions,” encouraging each venue and arena to express its own independent identity? For example: one standard alphabet, grid and color scheme for all Olympics signing, or should each local building have the right to create its own design scheme?
I welcome opinions from all, outside and inside Brazil as well.
By Scott Lerman
28 OCT 2009, 22:18 GMT
Why not a hybrid? The World Cup and Olympics are mega-events that require discipline and unity. They build drama by tying individual events and venues into a powerful, singular narrative. Basics, like wayfinding signs, must be a single system or swarms of visitors will be baffled. But once these events have passed, the individual venues will need to function, to stand, on their own.
By Alina Wheeler
28 OCT 2009, 22:34 GMT
How exciting. Congratulations to your city. For me, it’s always about process first. How does the city want to be perceived? How and where should the city welcome visitors from around the world? Historically has the city leveraged banners and other media to enhance the experience. What kind of wayfinding system presently exists? Has the committee of organizers seen other best practices from around the world? Once aspirations are articulated and an audit of needs and wants are created, the city would definitely benefit from a Chief Experience Design officer. There are economies of scale and function that need to be examined. And then the question: how do we want to balance the personality of the city with the personality of these global events. How should the city feel to the visitors–how should it look when it is streaming video? Engage all in a conversation, build trust and collaborate to ensure that the best design solution will emerge.
By Marius Ursache
29 OCT 2009, 13:49 GMT
I was going to suggest a mix of the two approaches, but Scott already said it.
I think that these projects offer immense opportunities in creating a strong brand for Brazil and its cities, therefore expressing a very rich & diverse socio-cultural background.
I couldn’t find a similar example in Olympics/sports competitions, but the first identity that comes to my mind which expresses the above diversity is the former British Airways identity by Newell-Sorell.
By Gabi Toth
04 NOV 2009, 0:58 GMT
I just love the example Marius provided, very relevant for a hybrid solution. But I’m afraid BA dismantled it few years later because of the rocketing implementation costs. So Alina’s point emphasizing the importance of the economies of scale is valid…
By Marius Ursache
10 NOV 2009, 19:47 GMT
The 1997 BA rebranding is one of my favorite projects, and I have to say Newell & Sorrell (now Interbrand) did a great design job. I discussed the specifics with Chris Holt, then Head of Design Management with BA, and learned several interesting things:
the identity style was changed because of the bad PR it received, starting with Margaret Thatcher’s public opinion that it was horrible. Also, the new positioning (World’s Favourite Airline) failed because of internal issues, so BA got back to being British, not global, only 4 years after.
the costs are managed differently–plane livery was planned to be changed according to maintenance periods, so that costs were to be smaller. If you think, it was the changing to the Union Jack in 2001 meant higher costs.
there is a common myth that the ethnic liveries weer causing confusion to air control. It is funny how some people think that air traffic is managed by looking at tailfins