Solidarity is our strenght

McCann Baku won the pitch for serving as a brand expert and design partner for one of the biggest international sports events¬ — 4th Islamic Solidarity Games. This is the first event of such scale where the logo, brand and visual identity, as well as the guidelines are developed by the local agency. The project was fulfilled with the assistance of Paradox design studio. The project objectives were to create a modern and dynamic brand that revolves around the culture of Islam and the heritage of Azerbaijan.

The central theme for the Baku 2017 brand mainly comes from a modern interpretation of carpet weaving, being part of rich cultural tradition inherent to many Muslim nations. Elements within the carpet pattern combination symbolize heritage of our country. These elements have been elegantly interwoven with sport icons to pay homage to the historic petroglyphs found at Gobustan National Park, a UNESCO World Heritage site.