The 1978 Commonwealth Games took place in the Canadian city of Edmonton from August 3 to 12, 1978. This would be the first time the event was officially named the ‘Commonwealth Games’ rather than the British Commonwealth Games.
As with Games before, a symbol was sought out, with Canadian designer Stuart Ash delivering the final design.
Ash’s concept for the Games weaved together and balanced four separate elements in one form. A maple leaf represents Canada, and the Union Jack, the flag of Great Britain, supported by the colour palette of red and blue. Arrows meeting at the centre, expressing the movement of international athletes and visitors towards Edmonton, and finally, for tessellating letter ’Vs’, a reference to the volunteers that would make the Games come to life.
Ash’s concept for the Games brought four distinct elements together in a single, balanced form. The overall impression of a maple leaf represented Canada, while the red, white and blue colour palette and the diagonals evoked the Union Jack and the wider Commonwealth. Converging arrows suggest the movement of athletes and visitors from around the world towards Edmonton, while four tessellating letter ‘V’s acknowledge the volunteers who would bring the Games to life.
The logo was used in two colour, solid black, red and blue versions, and an outline version for franking letters.
Thank you for subscribing to Logo Histories. If you enjoy reading this short you may also enjoy these resources from the same team:
Brand Archive – Research tool for brand designers.
LogoArchive Website – Searchable modernist logo archive & research tool.
LogoArchive Shop – Vintage design books & LogoArchive Zines.
BP&O – Contemporary design editorial.