Commonwealth Sport: Transforming an international federation into a global, dynamic, sports movement
Last year we identified that a reinvigoration of our brand was necessary to ensure it aligned with our ambitious new strategic direction for the Games, our programmes and the wider Commonwealth Sport Movement. As such we approached the brand agency RBL, after their successful delivery of the Birmingham 2022 Commonwealth Games brand, to help us transform the Federation into a global, dynamic, sports movement. Following conversations with National Associations, Organising Committees and Commercial Partners it became clear there was a huge desire to make the brand bolder, simpler and more confident, ensuring that it would perform better in both the physical and digital worlds, and to reflect the essential inclusive and positive spirit of the Movement. Creating a bold new essence ‘Sport is only the beginning’, helps the federation refocus on our origins as a progressive leader in sport and social development, demonstrating the power of sport to unlock our human potential and transform lives. This transition from a governing body of a series of quadrennial events, to a sporting movement driving wider social change day-in day-out, is marked with a simple but important change to our brand name. The Commonwealth Games federation becomes Commonwealth Sport. This new name and positioning translates into a brand that respects the heritage of our organisation while crafting an image that is much more contemporary, open and uplifting, with an identity that echoes the instinctive action of athletes as they celebrate their success. The new identity is simple, graphic and modern, capable of speaking the language of contemporary sport and stand out in the field of play, whether that field is at the centre of a 60,000 seater stadium, or at the heart of a small developing community. Over the next few years the identity will be rolled out across the 71 nations and territories that make up the Commonwealth as well as a wide range of programmes, events and Games. For more information on RBL and the powerful brands they create please visit rbl-brandagency.com