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«Ashgabat 2017» brand look

«Ashgabat 2017» brand look

Ashgabat was appointed to host the 5th Asian Indoor and Martial Arts Games. A special Olympic complex was purposely built for the Games, which were going to be held in Turkmenistan for the first time. The state level preparations started a few years ahead the sporting event and were named as «Ashgabat 2017» Games. Athletes from 64 countries competed across 21 different sports from 17th to 27th of September in 2017.

For organization of the games the Executive Committee of «Ashgabat 2017» invited «Trivandi Chanzo» company from Great Britain, the experts in events, which were experienced in hosting major international games such as «Baku 2015», «Rio 2016» and others. In August 2016, Trivandi Chanzo expressed their wish to collaborate with Belli Creative Studio for brand look of the event.

The company suggests that the Games event should have its own particular story in order to create the brand look. The whole brand look of the Games would consequently originate from that story. Our studio started carrying out in-depth researches for writing the brand story.

Based on several weeks of research our studio decided to showcase the connection between our magnificent Turkmen carpets that glorified the nation for so many centuries and the «Ashgabat 2017», which would also glorify our country to the whole world. Hence, the story of The Great Silk Road that started centuries ago and continues up to this day was animated.

The story served as a great driving force in creation of the brand look for the Games. We drew different elements that resembled carpet ornaments. They added new style to the strictly geometric shapes of the ornaments.

As the final figure concluding the general story of the brand look, it tells the story of The Great Silk Road, which extends from our past till today. The final figure was divided into sections with «Gochak» ancient Turkmen tracery, which represents the values of our history.

Whole brand look embracing the Great Silk Road is completed with an image of a falcon bird soaring towards the prosperous future. All existing brand look elements were drawn in according with the brand style and adorned with carpet patterns as well as many other drawn elements, which concluded the whole composition making the look ready to use.

As the final figure concluding the general story of the brand look, it tells the story of The Great Silk Road, which extends from our past till today. The final figure was divided into sections with «Gochak» ancient Turkmen tracery, which represents the values of our history.

Also, numerous colours and colour tones were revealed, which go under names such as «Karakum yellow», «Camel orange», «Caspian blue», «Carpet red» and «Turkmen green».

The yellow color contains the traveling caravan along the Karakum desert, traditiona «Ak Öý» houses (clay made yurts) and national jug shapes.

On blue we placed the historical monuments, national wrestling, arrow and bow and knuckle bone toys.

Orange colour has Turkmen Akhalteke horses, carpet, melon, wheat and cotton of the nation.

In green color, there are traditional bakshi (musician), alabay (ancient shepherd dog), gopuz (national musical instrument with a vibrating reed), waves of Avaza and modern buildings of Ashgabat.

Whole brand look embracing the Great Silk Road is completed with an image of a falcon bird soaring towards the prosperous future. All existing brand look elements were drawn in according with the brand style and adorned with carpet patterns as well as many other drawn elements, which concluded the whole composition making the look ready to use.

Eye-catchy and intertwining brand colour combinations created an attractive and festive atmosphere.

Using «Dagdan» ornament the «crop» system was created to use the brand look easily on posters in local organizations and across the city.

As brand look would be primarily used on sports venues, we created a separate brand look system for them. Special attention is paid to adorn every moment of the Games with «Ashgabat 2017» brand look.

Various gift sets and sports souvenirs were also adorned with «Ashgabat 2017» look.

Uniform design were created for hundreds of media staff, volunteers and Games related organizing teams.

On brand look that was used in every part of such a large-scale sport event being held on an international level, the appointed operator of the Games Trivandi Chanzo company expressed their sincere appreciation with these words:

We wouldn’t be able to achieve the creation of a brand look that encompasses Turkmen national spirit with such deep insight that simultaneously accords with modern graphic standards with any other studio.

Belli Creative Studio