When the World Athletics Championships come to the reimagined Hayward Field at the University of Oregon July 15–24, it will mark the first time they are held on U.S. soil.
Elevating the state of Oregon is a primary objective for the local organizing committee (LOC) in charge of delivering the event. As such, the beauty of the state has been fundamentally incorporated into the organization’s logo and overarching brand.
“When creating our brand, we knew we had to convey all of the elements that make this event so spectacularly special,” said Sarah Massey, CEO of Oregon 22, LLC. “We wanted to be able to connect the scale of the event with a sense of place, and to truly reflect the way the world will come together in celebration this summer. We wanted to place Oregon and Hayward Field at the center of it all.”
The logo takes inspiration from the wooden rib-like bents that support the dramatic roof and surround Hayward Field. The bold colors were strategically chosen to represent the global, national, and local communities that will converge this summer.
The purple outmost rib celebrates the diversity of the global audience and the international nature of this prestigious event. The blue rib represents the nation in a proud acknowledgement of the world’s No. 1 team: Team USA. The green honors Oregon and the magnificence of the state’s lush natural resources and eco-conscious culture. Finally, the innermost red conveys the passion that defines Hayward Field. It is the beating heart of the event, the athletes, and the community.
But the creation of the logo was just the first step in ensuring an authentic brand that truly represented . The next step in the brand development was to create an overall “look and feel” that could honor every part of Oregon, so visitors and residents alike can experience Oregon at every touchpoint of their event journeys.
The Oregon Tapestry was created to highlight the seven regions of the state of Oregon and all the state has to offer, while also creatively incorporating nods to track and field. Track lanes and the shapes of spikes work together to form mountains, trees, waterfalls, and rivers.
The Oregon Tapestry was a collaboration between WCH Oregon22 and local marketing agency AHM Brands.
“We were tasked with how to best support the brand of WCH Oregon22,” said Tyler James, the Chief Creative Officer at AHM Brands. “We wanted to create a storytelling narrative of the visual landmarks of the state and what makes Oregon a destination, and have that narrative built upon the sport of track and
The bold and saturated colors used in the tapestry harmonize with the main logo, simultaneously supporting the brand and representing the diverse landscape the state of Oregon has to offer.
“This illustrated tapestry delivers a consistent, functional, and harmonized visual communication system that allows for the variety of audience touchpoints that an event like WCH Oregon 22 requires," James said.
The tapestry can be used holistically, or in parts, with certain elements pulled through to bring focus on a particular place or landscape. When spectators, athletes, coaches, members of the media, and guests arrive for the event in July, they will see elements of the tapestry on display in signage and dressing throughout the cities of Eugene and Springfield, Lane County, and Oregon.
In this way, the Oregon Tapestry was also made to “tug at the heartstrings of Oregonians,” James said, while also evoking a sense of pride in the state. This is also an intentional part of the key messaging associated with the Oregon Tapestry: “Hello, World. Meet Oregon.”
Each of the seven regions of Oregon is unique in scenic expression, icons, and local culture. Here is a closer look at each of the regions represented in the WCH Oregon22 brand:
The Oregon Coast
Rugged, dramatic and known for lighthouses, stunning rock formations, and Highway 101 stretching from Astoria to Brookings. Key landmarks include the Pacific Ocean, Haystack Rock, Sea Cliffs of Neahkahnie Mountain, Siuslaw National Forest, the Oregon Coast Highway, and 11 lighthouses.
Surrounded by rivers and forests, the hip, urban metropolis is the state’s center for business, art, and culture. Key landmarks include the Portland skyline, White Stag Building, Oregon State office building, Freemont Bridge, Columbia River, and Mt. Hood National Forest.
Defined by the Willamette River and its ancient floodplain, the region is home to a significant percentage of the state’s population and lots of scenic wonders. Key landmarks include the State Capitol, Willamette National Forest, more than 500 wineries, spectacular waterfalls, and the reimagined Hayward Field at the University of Oregon.
Mt. Hood and Columbia River Gorge
The mighty Columbia River and magnificent Mt. Hood form a distinct area characterized by breath-taking scenery and year-round recreation opportunities. Key landmarks include Mt. Hood, Mt. Jefferson, Multnomah Falls, Vista House at Crown Point, and the Columbia River Gorge.
This region is a sunny antidote to Oregon’s rainy reputation and a popular playground for all types of adventurers. Key landmarks include Cascade Mountain Range, Tumalo Falls, Black Butte, Smith Rock State Park, Deschutes River, Deschutes National Forest, and Old Mill Stack Tops.
Small towns and mid-sized cities exist in a land of mountains, lakes, and rivers that inspire art, agriculture, and commerce. Key landmarks include Crater Lake National Park, Mt. McLoughlin, Cascade-Siskiyou National Monument, and vineyards of Southern Oregon.
Some of the state’s best-kept secrets are in this region known for its high deserts, lack of rainfall, and alpine scenery. Key landmarks include the Pillars of Rome, the Painted Hills, Wallowa Mountains, Ochoco and Malheur national forests, Snake River, and Steens Mountain.
By Ashley Conklin