There is no place like home!
A well-known phrase, one everyone can relate to - but in the case of the World Athletics Championships, to be held for the first time ever in the United States, in the re-imagined Hayward Field at the University of Oregon in 2022, no truer statement could be uttered.
In the Pacific Northwest of the United States, surrounded by mountain lakes, towering forests, and ocean beaches, is the heart and home of track and field in the USA. It is an athletics community with deep roots and enormous passion.
At the center of this place is Hayward Field, the site of some of track and field’s most celebrated moments, including Ashton Eaton breaking the world record in the decathlon at the 2012 U.S. Olympic Team Trials. This sense of unmissable magic inspired the WCH Oregon22 event logo and brand development.
From their homes to Hayward Field in Eugene, Oregon. Athletes from around the world are dreaming of coming to Oregon.
‘Home’ has taken on new meaning for everyone in 2020, even the world’s elite athletes training for the World Championships. The global pandemic has forced many athletes to stay close to home and train on their hometown tracks or close to their family homes.
Below is a series of videos from some of today’s biggest track and field stars from across the globe. Their messages provide a heartfelt glimpse into their training homes, their magical Hayward Field moments, and what they are looking forward to most when they come to our home, in Oregon, in 2022.
The physical distances from their homes to Hayward Field are thousands of miles, but it only takes a heartbeat for you to be back in the moment with them, re-living the roaring crowd, world records, personal bests and medals won at this magical stadium.
Our track and field heroes will soon be bound for Hayward Field, but until then, we hope fans everywhere enjoy watching these little snapshots into training life.
A venue re-imagined by athletes, for athletes, the new Hayward Field is extraordinary. It is an architectural masterpiece, which pulls its materials from the immediate environment and echoes the colors and textures of the landscape. A striking feature of the design is the stadium’s wooden rib-like bents that support the dramatic roof and surround Hayward Field.
The logo design challenge was to create an in-fill that would speak to the uniqueness of this event but sit within the World Athletics brand system launched in November 2019. It was Hayward Field’s rib-like bents that provided this inspiration, executed in tightly cropped, dramatic bends, in bold colors within the containment device of the World Athletics brand identity.
The bold brand colors which will be a dominant design element across all aspects of the event materials were strategically chosen to represent the global, national, and local communities.
The purple outmost and largest curve celebrates the diversity of the global audience and the international nature of this prestigious event.
The second curve in the brightest of blues represents the nation in a proud acknowledgment of the world’s #1 team: Team USA. It also speaks to youth and the future generations of the sport.
The green honors Oregon and the magnificence of the state’s lush natural resources and eco-conscious culture.
Finally, the innermost curve, in a deep rose-tinted red, conveys the passion that defines Hayward Field. It is the beating heart of the event, the athletes, and the community.
The use of athletes, in a black and white palette with touches of color, anchor the design and pop against the multicolored curve backdrop. This contrast makes the athletes the heroes in the creative.
A rally cry founded in the word ‘GLORY’ is the cornerstone of the brand. Hayward Field is itself glorious and challenges athletes and fans to FEEL THE GLORY in 2022.