LOS ANGELES--(BUSINESS WIRE)--When an event is held in Los Angeles – a city known for doing big things, for its image-consciousness, for glitz and glamour as well as grit and edginess – the “usual” simply won’t do. The look and feel of the event’s logo design itself needs to be so compelling it generates immediate attention. This simple but challenging truth is driving the uniquely creative partnership between the 2015 Special Olympics World Summer Games – to be held in Los Angeles July 25 – August 2, 2015 – and the Games’ agency of record, Los Angeles-based Davis Elen.
One of the largest privately-held ad agencies in the country, with billings topping $200 million and clients that include the Toyota Dealers of Southern California and the McDonald’s Operators of Southern California, Davis Elen’s initial focus has been the development of the official logo for the Games, along with LA2015’s complete brand identity program.
“We’re an agency that has a 60-plus-year history in L.A. So the chance to convey to the world the unique dynamics of the multi-cultural universe that is Los Angeles was very exciting,” said Agency Chairman and CEO Mark Davis. “It also represented a significant challenge. Expectations would be high for a graphic treatment that showcased L.A. at its best. At the same time, here was an opportunity to be part of a much larger, much more meaningful communication.”
The LA2015 logo, which will be displayed prominently throughout the Los Angeles area on billboards, streetlight banners, buildings and posters, as well as on clothing and other merchandise, highlights the mission of the 2015 World Games and the global Special Olympics movement: the celebration of people with intellectual disabilities, their achievements, abilities and perseverance.
“Residents and visitors to Los Angeles will soon see this exciting logo everywhere they go in the city. As we count down to less than 900 days until we welcome 7,000 athletes from 170 countries to L.A. for the 2015 Special Olympics World Games, we are proud of the support we’ve received from many organizations, particularly our partners at Davis Elen, who have really pulled out all the stops in bringing their talent and passion to this venture,” said Patrick McClenahan, President and Chief Executive Officer of LA2015. “The logo’s celebratory figure represents the courage, determination and joy of our athletes; placing the iconic image inside the circle represents acceptance and inclusion of people with intellectual disabilities; and the multiple colors, comprised of colors of flags from 170 countries around the world, represent diversity and the beautiful mosaic of our World Games athletes.”
David Moranville, Chief Creative Officer at Davis Elen, explained the creative process behind the logo’s design: “It wasn’t until we took all three of those elements – the ring, the celebratory character and the color treatment – and brought them together and modeled them in a three-dimensional environment that we realized we had created something truly powerful. That’s when we said, ‘Wow, this is beautiful, this is really world-class.’ Working on a project that reflects Los Angeles and our community so positively has been an amazing experience for all of us at Davis Elen.”
To bring a more “street-based” perspective representing the inherent edginess and grit that defines Los Angeles, Davis Elen enlisted the talents of noted New York-based graffiti artist Stash, known for his role in collaborations with such companies as Nike and Burton. “It’s amazing when you think about the Special Olympics World Games coming to Los Angeles,” said Moranville. “The city is such a melting pot, a place where stars are made, where people come to really shine and have their voices heard. I couldn’t think of a better city to host this incredible event.”
“We at Davis Elen are very pleased to have this opportunity to display our creative capabilities and be a part of these historic Games,” added agency CEO Davis. “We’re really doing this for the athletes and their families. The logo design is a major step forward in creating a strong sense of engagement between the athletes’ accomplishments and society as a whole.”
About the 2015 Special Olympics World Summer Games
With 7,000 athletes representing more than 170 countries, along with 3,000 coaches, 30,000 volunteers and an anticipated 500,000 spectators, the 2015 Special Olympics World Summer Games – being staged in Los Angeles July 25 – August 2, 2015 – will be the largest sports-and-humanitarian event anywhere in the world that year, and the biggest single event in Los Angeles since the 1984 Olympic Games. The 2015 World Summer Games, with the unparalleled spirit, enthusiasm, teamwork, hospitality and joy that are trademarks of all Special Olympics events, will feature 26 Olympic-style events in venues throughout the Los Angeles region following the Opening Ceremony in the historic Los Angeles Memorial Coliseum, site of the 1932 and 1984 Olympic Games. The Games Organizing Committee, LA2015, is a recognized 501(c)(3). For more information on the 2015 Special Olympics World Summer Games, including sponsorship and volunteer opportunities, visit www.losangeles2015.org.
Note: To access the 2.5-minute video documenting creation of the logo for the 2015 Special Olympics World Summer Games, go to http://daviselen.com/work/work-sola.html