Brand Story

In two short years, the country’s largest celebration of athletes, culture, and sport is coming to the biggest host city the Games have ever seen. Our summers are exciting, dynamic times, filled with experiences we look forward to year-round. When the temperature finally rises and the heat moves in, we’re at our best and motivated to take on anything. The season itself is our province’s biggest event. This insight informs the creative platform for the 2017 Canada Summer Games and will direct the personality and promotion of this milestone event. In 2017, as the Games celebrate 50 years, our warmth will welcome athletes from around the country to celebrate the hottest summer in half a century.

The visual identity, communicated through brand patterns, colour palette and typeface, expresses the passion and exhilaration inherent in the games and for the season. The organic, flowing shapes are inspired by thermal images, weather patterns, and topographical maps. They’re also a nod to the bold, contoured forms used in Aboriginal art. The main colours—red, blue, and green—are inspired by fire, water, and earth and represent the physical spaces in which the Games will be played. These design elements, combined with high-impact sports photography, act as a rallying cry and promote the fact that the 2017 Canada Summer games will be a hot, national event that shouldn’t be missed.