World Masters Games Identity

The World Masters Games is the largest multi-sport event in the world, with more athletes than the Olympics. In 2017, the city of Auckland in New Zealand hosted this prestigious event - the pinnacle sporting event for Masters competitors worldwide. Auckland Tourism wanted us to create a brand mark and system that celebrated a passion for all 28 sports the games represent. It needed to be about more than just winning, embracing the joy of taking part – in other words ‘For the Love of Sport’.

The hand painted expressive mark, typographic system and iconography came from the idea of 'the master stroke' or a 'stroke of genius' – reflecting the age group of the athletes, their sporting prowess and dedication to their craft beyond just high performance. We set about hand painting the logotype and all core assets then selecting the best of the bunch to craft a brand kit.

All World Masters Games material needed to showcase celebration, destination, and sport. Celebration: with the expressive strokes in the logotype (at the core being the painted athlete in mid leap or opening run), typography, colours and illustration. Destination: Imagery of New Zealand, the people, the land and takarangi patterns. Sport: The thread through it all. Bringing many nations together for a fun and challenging event that highlights Auckland as a key destination.

A brand system has been developed for all the elements to work seamlessly while still allowing creative expression for every unique piece (not cookie cutter). We also collaborated with Native Council to develop the takarangi pattern woven into all artwork and materials. Colour is also key component of the brand with the use of vibrant tones to easily show a sense of fun and celebration. Swatched from moments in Auckland throughout the day. Blue tones from Auckland’s ocean and sky, green from the land, purple, pink and orange the evening sunsets and gold, silver and bronze for premium games' materials. Signage and way-finding, tee-shirts, collateral, vehicles, the new office interior, street flags, banners, web, and campaign materials have also been developed for both local and international audiences, recruiting athletes and bringing visitors.

The games' were the most successful in Masters history with record numbers at the events both in viewership, athlete attendance and tourism. It was intended to be cost neutral, however it made a small profit - which was unheard of until the masters came to Auckland.