Folder, Sydney 2000 Olympic Games Image Guidelines, with dust jacket and 2 CD ROMs, plastic/paper, designed by FHA Image Design, Sydney c.1998, written by SOCOG for distribution to sponsors, broadcaster and licensees, Sydney 1998.
This publication, Sydney 2000 Olympic Games Image Guidelines, was designed by FHA Image Design to advise Olympic sponsors and licensees on the correct use of trademarks and branding. In 1998, SOCOG printed 5000 individually numbered copies, including this example, number '104', which contains two CD ROMs. Its contents represent the major and minor elements of SOCOG branding, including the Sydney 2000 trademark, 'Fluid Energy' motif, colour palette, typography, mascots and pictograms. Combined, these graphic designs formed the 'Sydney 2000 Kit of Parts' and symbolised the "energy and anticipation of the new millennium".
The publication itself describes and encapsulates the Sydney 2000 visual theme. Its gloss pages represent the colour palette (11 colours reflecting the contrasts of Australian culture and landscapes), and its paragraphs illustrate the typefaces of the Sydney 2000 Games (trajan, binary, news gothic and corporate that make visual connections between the past and the present, "acknowledging Olympic history and looking forwards to the new millennium"). On each page, coloured photographs reflect a diverse Australian culture and complement the Games' energetic visual theme. However, the plastic cover and title page are the principal design features, their blue, water-like appearances make symbolic reference to Sydney beaches and waterways. (The translucent cover creates the impression that the title page is being viewed through water, while the title page itself illustrates the 'Fluid Energy' motif - a design that symbolises the Olympic rings reflected in the waters of Sydney Harbour.)
The importance of Olympic branding has increased substantially, along with levels of sponsorship and the Olympics' international reputation. Consequently, each Games is defined by a unique branding package that serves to distinguish sponsors, broadcasters and licensees, and to illustrate advertisements, ephemera and venues. The SOCOG Image Department coordinated the development of the Sydney 2000 branding package, or Kit of Parts, by hosting series of design competitions. Ultimately, the kit would combine the complete and partial ideas of around 15 Australian design groups.
At the centre of the Sydney 2000 graphic package was the trademark, 'Millennium Man', a human figure formed from three boomerangs. This created a visual relationship between Australia's past and present. Also integral to the package, 34 sporting pictograms were based upon the Millennium Man trademark, and were used as directional devices on tickets and signs. The Fluid Energy motif was represented in a combination of colours, and was typically used as a vignette or ground.
In its entirety, the Sydney 2000 Kit of Parts created a unique and vibrant image of Sydney and the Olympics, and received commendation from the International Olympic Committee (IOC). After the Games, IOC President, Juan Antonio Samaranch declared that the kit was the most successful of any Olympic Games.
The publication, Sydney 2000 Olympic Games Image Guidelines, was designed in around 1998 by the Sydney company, FHA Image Design. Its contents - graphic designs for the Sydney 2000 Olympic Games - combine the complete and partial ideas of around 15 Australian design groups.
The SOCOG Image Department coordinated the design and manufacture of the Sydney 2000 Olympic Games Image Guidelines.
This is an unused copy of the Sydney 2000 Olympic Games Image Guidelines. Similar examples were distributed to Olympic sponsors, broadcasters and licensees to advise on the correct application of Sydney 2000 branding.
This publication was made for and owned by the Sydney Organising Committee for the Olympic Games. It was presented to the Powerhouse Museum by the Olympic Coordination Authority on behalf of the Government of NSW.