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A photoshoot during the launch of the Calgary 2024 Special Olympics

Crafting the Identity: The Brand Story of Calgary 2024

March 1, 2023

March 1, 2023 (Calgary, AB) - Calgary is the host city for the upcoming Special Olympics Canada Winter Games 2024, kicking off on February 27, 2024. Over 4,000 visitors - including 1,250 athletes and coaches, friends, and family members – are anticipated during the five-day event. Special Olympics athletes will compete in eight sports at various venues throughout the city, as they strive to qualify for a spot to represent Canada at Special Olympics World Winter Games 2025

Reflecting personality through brand

The Games Organizing Committee (GOC), in conjunction with Special Olympics Canada’s Canadian Athlete Leadership Council (CALC) have identified the following vision for Calgary 2024:

“Through the transformative power of sport, Special Olympics Canada Winter Games Calgary 2024 will bring about a legacy of inclusive change for individuals with intellectual disabilities.”

Brand plays a crucial role in supporting an organizational mission and vision by acting as a representation and embodiment of the values, purpose, and aspirations of the organization. In order to deliver on the Calgary 2024 vision, a working session was held with CALC, a group comprised of athlete leaders with an intellectual disability who represent their Provincial/Territorial Chapter, and their mentors. Words and imagery such as inclusion, empowering, inspire, welcoming, Rocky Mountains, weather, believe, and energized began to stand out.

Incorporating this, the team collaborated with Evans Hunt, who generously donated their time and expertise, to create the Games' logo. The logo thoughtfully and effectively communicates Calgary’s personality traits through color, shape, and movement, representing Calgary's abundant sunshine, the majestic Three Sisters Mountains, and the renowned Chinook winds in local surroundings.

“We are truly grateful to the Special Olympics athletes from across Canada and the dedicatedteam at Evans Hunt for bringing the Games brand to life. The warm, welcoming, free-flowinglogo symbolizes and motivates the work that goes into planning this event as we set the stage for many to soar for their dreams” said Karen Dommett, General Manager, Special Olympics Canada Winter Games Calgary 2024.

In support of an extraordinary event

The Calgary 2024 tagline is appropriate and inspiring for an event of such tremendous magnitude and impact:

We can empower. We can believe. We can soar. Together. We can.

In addition to honouring and celebrating the hard work and dedication of the athletes, Special Olympics Canada Games are a transformative event that promotes inclusivity, challenges stereotypes, enhances well-being, fosters global community, advocates for rights, and inspires positive change.

Be part of Calgary history

Interested in getting involved with Calgary 2024? From volunteering to donating to cheering our athletes on, there is no shortage of ways to participate. Sign up for the Volunteer Program presented by TC Energy here, and follow us on Facebook, Instagram, LinkedIn, and Twitter to stay in the loop!

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