Queen’s Baton Relay
As part of Griffith University’s partnership with the Gold Coast 2018 Commonwealth Games, I worked on the Queen’s Baton Relay sub-brand. After my design was selected, I was responsible for an extensive rollout of brand guidelines and applied design examples, which were so positively received that little change was made to many of my conceptual designs, such as the Baton Bearer’s uniforms.
Learn more about the concept behind the emblem below.
Emblem concept and evolution
The Queen’s Baton Relay represents the connection and unity of people and places from across the world. This idea can be represented through flight paths. Flight paths represent international travel, and the journey that individuals take to their destinations. They also speak to the journey people take to become a baton bearer—a position of pride that is sought by many.
With this idea in mind, I plotted several points on the GC2018 emblem and connected them to represent flight paths. Three distinct elements emerged from the graphic—the red figure, the orange figure, and the yellow and blue baton.
The figures depict an intertwined running motion. Together, they embrace the baton, which is the focal point of the graphic. The blue and yellow of the baton has a clear association with the vibrant beach culture of the Gold Coast.
