Baku 2015


A brand for the 1st European Games.

Baku 2015 is the first ever European Games, an exciting and innovative multi-sport event for the continent which will take place from 12 until 28 June 2015.

There will be a total of 19 sports at Baku 2015: 16 Olympic sports and three non-Olympic sports. More than 6,000 athletes from across Europe will be representing their nations over 17 days of competition.

Nine of the sports will offer qualification opportunities for the Rio Summer Olympic Games in 2016. Those sports include Archery, Athletics, Beach Volleyball, Cycling, Shooting, Swimming, Table Tennis, Taekwondo and Triathlon.

Baku was awarded the Games by the European Olympic Committees (EOC) in December 2012. The Baku European Games Operation Committee (BEGOC) will organise and run the Games in co-operation with the EOC.

The Baku 2015 European Games today unveils a new look that proudly combines Azerbaijan’s history, heritage and culture with elite European sport. It is the first ever European Games, an exciting event for the continent which will take place from 12 until 28 June 2015.

Inspired by the natural beauty of Baku, the colourful and striking new brand will feature on venues, tickets, uniforms, official merchandising and all branded surfaces of the inaugural European Games.

Central to the new brand is the pomegranate tree, which symbolises unity in Azerbaijani folklore. Interwoven with the branches of the tree are historical symbols of the country’s heritage and culture, along with pictograms of the different sports and disciplines.

Simon Clegg, Chief Operating Officer of Baku 2015 European Games Operation Committee (BEGOC), said: “The new brand is a dynamic and fresh new look for Baku 2015 which symbolises our pride in ancient Azerbaijani heritage, the natural beauty of the country and a desire to create an innovative sports event that will be enjoyed by the whole of Europe.

“Over the coming weeks and months, the look will become synonymous with the European Games and provide an immediate visual link to all aspects of our identity here in Azerbaijan.”

The new look has also been used as part of a relaunch of the official Baku 2015 website, which has been updated and refreshed.

Incorporated in the brand are symbols of Azerbaijani heritage including the colourful stained glass shebeke, the ornamental detail of the buta and references to carpet design and weaving which play a significant part of the country’s proud history. All of this is combined with sporting imagery, relevant to the European Games.

The tender to create the new look was won by the renowned agency SomeOne, who had previously worked on the sports brands for the London 2012 Olympic and Paralympic Games, specifically the sports pictograms, packaging and strategy.

SomeOne co-founder and Executive Creative Director Gary Holt said: “Having visited Baku during the immersive phase of the project, we were impressed at just how beautiful the city was, and how visible the heritage and culture was all around. This inspired the creation of a living brand property – the Baku 2015 pomegranate tree. Alive with athletes, Azerbaijani art and the pomegranates themselves, the tree has been designed to be adaptive, celebrating elite sport in the amazing setting of Baku – able to be dialed up in the run up to the games, changing depending on the venue, the sport and the event. Coherent branding, not simply consistent application of the same thing”

The adaptive, changing brand property will also feature on everything from corporate stationery, medals and the dressing of the host city on billboards and banners in Baku as the countdown to the Games continues.

We are delighted with the beautiful and intricate designs and pictograms that SomeOne have created to bring the European Games to life. They have designed a look which will be effective across all our anticipated uses, from medals to uniforms, and for branding of all shapes and sizes.