The Local Supporter
Edinburgh, Scotland
Proud of her city's heritage and excited to see a familiar lion symbol representing Scotland on an international stage.
Conceptual Identity / Olympic Games
Edinburgh 2058
A visual identity built around Scottish heritage, movement, and the unifying spirit of the Olympic Games.
02 / Design Summary
Heritage Meets the World Stage.
Edinburgh 2058 is a conceptual Olympic brand identity inspired by Scotland's rich cultural heritage and the belief that true strength is found in unity. Rooted in Edinburgh's history of resilience, endurance, and progress, the project reimagines the city as a global stage where nations, cultures, and individuals come together through the shared spirit of competition.
At the center of the identity is a modern interpretation of Scotland's historic Lion Rampant, symbolizing courage, strength, and national pride. Geometric patterns inspired by royal architecture and medieval armor introduce structure and movement, while Blackletter typography connects the visual system to Edinburgh's historical character. Together, these elements balance centuries of tradition with a forward-looking vision.
Beyond creating a recognizable Olympic identity, the goal was to develop a cohesive visual system that celebrates individuality while emphasizing what connects us. Through symbolism, typography, color, and brand applications, Edinburgh 2058 communicates a message that extends beyond sport: Unity Through Strength.
03 / Audience Strategy
Target Audience & Personas
The identity is designed to resonate locally while remaining approachable to viewers around the world.
The Curious Viewer
Texas, United States
A casual Olympic fan who notices the striking lion graphic and becomes interested in learning about Edinburgh and its cultural identity.
The Sports Enthusiast
Rome, Italy
An avid cycling fan who follows the Games closely and values an identity that feels energetic, memorable, and easy to recognize across sports.
04 / Research & Exploration
Creative Direction
The visual research connects Scottish cultural references with the energy, scale, and international reach of the Olympic Games.
05 / Brand System
Visual Identity
Brand Style Guide
Design Framework
Color Palette
Typography
06 / Logo Breakdown
Anatomy of the Mark
07 / Technical Standards
Logo Standards & Construction
08 / Design Process
Behind the Scenes
Explore the early sketches and logo creation process behind the Edinburgh 2058 identity.
Behind the Design
09 / Extended Identity
Olympic Pictograms
A coordinated pictogram system extends the identity into the sporting experience.
10 / Applications
Brand in Action
Explore the Edinburgh 2058 visual system across a wide range of conceptual applications.
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11 / Brand Applications
Beyond the Games
Extending Edinburgh 2058 beyond competition, this collection brings Unity Through Strength into everyday life through headwear, apparel, athletic wear, and event essentials.
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