Team Scotland Unveils New Brand Mark
Team Scotland has unveiled its new brand mark, as it aims to build on the success of Glasgow 2014.
Following a tender process and athlete consultation, the new brand mark selected was developed by Edinburgh based design and branding agency, Brand Oath. The agency has experience helping various cities in their race to host sports events, including the Glasgow 2014 Commonwealth Games. Other sports clients include British Rowing and Netball Scotland.
Brand Oath has also created a framework of themed applications for use across a range of collateral, including Team Scotland kit and merchandise, campaign advertising and promotional materials.
The first public showcase for the new brand will be for the 2016 Team Scotland Scottish Sports Awards on Wednesday 28th September.
Commonwealth Games Scotland chairman, Paul Bush OBE said: “The profile and awareness of Team Scotland reached new heights as a result of the team’s incredible success at our home Games in Glasgow exactly two years ago. The level of interest in our athletes’ ongoing success has been phenomenal and this is reflected by the significant reach and engagement across all our social media channels.
“Team Scotland is no longer a once every four-year entity and we are repositioning our brand to reflect this. We are playing a key role across Scottish sport, championing the success of Scots on the international stage and helping to inspire youngsters across the country to follow in the footsteps of athletes like Charlie Flynn, Ross Murdoch, Euan Burton, Jennifer McIntosh and Colin Gregor.
“The new brand identity is no longer linked to one specific edition of the Games and heralds a new, modern era for the Commonwealth Games movement in Scotland. It provides a strong foundation from which to communicate in an engaging and inspiring fashion with our audiences, helping us to continue to build positive relationships with fans, athletes and stakeholders alike – a ‘365 days a year’ relevant and engaging brand. We believe it also creates added value for the organisation, providing a commercially attractive proposition to our key funding partners and sponsors.”
Brand Oath founder and creative director, Bernie Shaw-Binns said: “The brief set was an exciting challenge. National identity, particularly where sport is concerned, is a fascinating area of communication. It was important to capture a sense of place and personality that ‘we’ as athletes, fans and stakeholders recognise and are proud of. To avoid the visual clichés, but also deliver on what international audiences expect and perceive to be ‘Scottish’.
“We believe the trick is to embrace our national identifiers, to reinvent them with appropriate respect and restraint, balanced with vision and modernity. Working closely with Team Scotland we believe we have developed a fantastic brand framework that represents, engages and inspires the athletes, the fans and our stakeholders – a badge everyone can wear with pride.”
