Inspired by the "natural beauty" of the capital city, the new images will feature on venues, tickets, uniforms and all official merchandising - ranging from corporate stationery to billboards - ahead of the inaugural European Games, due to take place from June 12 to 28 next year.

Central to the new brand is the pomegranate tree, a symbol of unity in Azerbaijani folklore, with historical symbols of the country's heritage and culture woven into the branches, along with "eye-catching pictograms" of the sports and disciplines due to be showcased at the Games.

A rich palette of Baku purple, red, blue, yellow and green hues features heavily to capture the spirit and energy of the setting and sports, it is claimed.

This new look has also been used as part of an "updated and refreshed" relaunch of the official Baku 2015 website, which can be seen here. 

"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," said Baku 2015 chief operating officer Simon Clegg.

"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."

Pictograms of the sports being showcased at Baku 2015 also feature on the new design
©Baku 2015



The rebranding is part of a wider attempt to display the host nation to both Europe and the wider world, with the showcasing of national culture and history a key component of this.

Its unveiling  comes eight days before the next Baku 2015 Coordination Commission meeting, scheduled to take place in the host city on September 3 and 4. 

Other symbols of Azerbaijani heritage are incorporated into the design, including the colourful stained glass shebeke, the ornamental detail of the buta references to carpet design and weaving which play a significant part of the country's history and national identity.

This process was explained further by Gary Holt, co-founder and executive creative director of SomeOne, the London-based design practice who won the tender to create the new look, and have vast experience undertaking similar work with other sports brands, including London 2012.

"Having visited Baku during the immersive phase of the project, we were impressed at just how lush and beautiful the city was," Holt said.

"This inspired the creation of a living 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."

The new brand will be showcased on posters throughout the host city ©Baku 2015



Charlie Wijeratna, commercial director of Baku 2015, added "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."

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