The brief was to create a new brand system for Special Olympics to be used throughout their collateral, posters, merchandise ad website. This system was meant to be iconic and meaningful to what their organisation stands for and believes in.
Special Olympics is a organisation that organises sports events and is a platform for the intellectually disabled and the public to interact and be healthy. And unlike other charities, promotes their special athletes as equals and do not tug on the public's sympathy strings. They are determined to set negative mindsets right and are unwavered in the equality of the disabled. The disabled are just like any other, thus I decided to create a system that communicated that.
Brand Narrative :
"In Special Olympics we are dedicated to providing life-changing experiences. And through every individual act are we able to bring forth people with and without intellectual disabilities to dispel negative impressions, and celebrate the human spirit. All we ask for, is not a donation, but an opportunity to build a relationship with you."
System:
The web of lines symbolises the network that connects everyone (disabled or not) together and the little stars are individual representations of everyone. Notice that some stars are of different colours, these are to differenciate the disabled and the non-disabled, but everyone is connected and equal to each other.
All headlines and body copies must be flushed left and underlined in all caps in order to bring emphasis and consistency to the system.
