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Melbourne 2006 Commonwealth Games Visual Identity

Sport and culture are combined in the Melbourne 2006 Commonwealth Games visual identity.

Conveying sport as a performing art, the visual identity captures that moment when achievement is united with excellence.

The colours are celebratory, fresh and optimistic, they evoke feelings of Australia, the landscape, are contemporary in their hue and will dominate Melbourne in the lead up to the Games in 2006.

The visual identity also joins two figures to form a subtle reference to Melbourne.

The visual identity seeks to capture the hallmarks of the Commonwealth Games and combine them with Melbourne’s passion for sport and the arts.

The look is simple, dynamic and contemporary, with a feel that is vibrant, cosmopolitan and youthfully optimistic.

The creative idea - winning together - combines a shared passion for sport and a burning motivation to excel that is inspired by brilliant performance and culminates with an intense emotional experience and rewarding outcomes.

It is much more than a design; it is an expression of the quality and style of the Melbourne 2006 Commonwealth Games.

The Melbourne 2006 visual identity is not only about today and 2006 but also about the legacy and memories that the Games will leave.

The designers

The Melbourne 2006 Commonwealth Games visual identity was a collaborative effort by brand and design consultancy FutureBrand.

According to project leader and creative director, Richard Henderson, the design required strategic analysis and imaginative creativity.

"Our creative process enabled us to understand how people perceive the Commonwealth Games, Melbourne and the event, to listen to their dreams, expectation and pride, and visualise these feelings as a singular statement.

We wanted the Melbourne 2006 visual identity to be understood and embraced by Australians and visitors alike.

We needed a design that could be enjoyed not only for its good looks but also for the importance of what it represents.

The visual identity also needed to say what it is, when it is, where it is and succeeds on every level.

The visual identity is important for many reasons, not the least that it needs to be a commercial asset that can handle the challenge of being the focal point for the Melbourne 2006 Commonwealth Games brand building program we will run in partnership with the Australian Commonwealth Games Association,” Mr Henderson said.

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