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Casablanca 2028 Olympics
Casablanca 2028 Olympics
Casablanca 2028 Olympics
Casablanca 2028 Olympics
Brand Design
The 2028 Summer Olympics are in less than a decade and the branding process has to be completed. For this project, I chose Casablanca, Morocco as my Olympic location.
This project focuses on cultural, historical, and Olympic research to develop a meaningful and applicable brand identity.
The 2028 Summer Olympics are in less than a decade and the branding process has to be completed. For this project, I chose Casablanca, Morocco as my Olympic location.
This project focuses on cultural, historical, and Olympic research to develop a meaningful and applicable brand identity.
The 2028 Summer Olympics are in less than a decade and the branding process has to be completed. For this project, I chose Casablanca, Morocco as my Olympic location.
This project focuses on cultural, historical, and Olympic research to develop a meaningful and applicable brand identity.
The 2028 Summer Olympics are in less than a decade and the branding process has to be completed. For this project, I chose Casablanca, Morocco as my Olympic location.
This project focuses on cultural, historical, and Olympic research to develop a meaningful and applicable brand identity.
Research
Extensive research was collected on various aspects of Casablanca that make it the unique city it is today. Those aspects being the historical transition of power in the country, the people and politics of today, and the artistic, architectural, and musical culture of the city.
Focusing on the current artistic trends and influences of the city, I discovered the Art Deco architecture, neon pop graffiti art, street performers, of-the-moment street art, urban dance, and music events were the most prominent.
The art deco artistic style and traditional Islamic mosaic tiling were the primary elements that drove me to my final logo and branding design.
Logo
Concept
Casablanca is known as “The City of Color”. So, naturally, I chose an array of vibrant colors to use as a palette.
The Moroccan seal is very symbolic of the country at its core. Elements that make up the seal include the Moroccan flag and the Barbary Lion. These are both strong symbols of pride, wisdom, and strength.
I also considered Arabic calligraphy as a staple in my initial logo designs but I ended up taking the prevalent Moroccan mosaic tiling to create a graphic language.
Initial concepts were derived from icons of the country and city.
The Barbary lion and the Hassan II Mosque were largely important to the identity of a Moroccan.
The Barbary lion is symbolic of the Moroccan themselves for their hardiness and wisdom. I worked with the lion a lot in different forms: literal, abstracted, and gestural using Arabic calligraphy to make up a face.
The Hassan II Mosque is the greatest architectural symbol of the city and is the largest mosque in Morocco. The mosque is lavishly decorated with blue-teal tiling in arabesque patterns. The minaret can be seen all over the city and is lit up at night to be enjoyed 24 hours a day.
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Final Logo
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The final logo combines both the lion and mosaics inspired by the Hassan Mosque to create a refined, abstracted, lion logo.
I strategically used color to indicate that parts of the lion are further back in space while other parts come forward or are shadowed.
Since strong geometric forms are often static, I decided to give the logo some movement by having the lion leap over the Olympic rings. This gives the impression of athleticism as well as a strong predatorial animal.
Branding
Olympic banners were created using the same mosaic-style as the logo. Additional curvilinear lines--both filled and stroke--were added to create a greater sense of motion, direction, and environment.
The triangular shape in the upper lefthand corner of each poster is a marker that correlates to the ticket color to distinguish each event.
Ticket designs used the triangular shape from the poster to contain event information such as the seat, row, section, and entrance. The curve of the shape creates negative space that is filled by the graphics from each event poster.
I made both English and Arabic versions to accommodate the 99% Arabic speaking population of Casablanca as well as the anticipated international visitors attending the Olimpic games.
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Additional Branding
The environmental graphics are additional branding used to incorporate the entire city into a cohesive atmosphere. As a visitor to the city for the Olympic games, it would be impressive to see the whole city dressed up for the event. The environmental graphics would create a sense of “what will I find next?”
Final Brand Book
