Logo B10

The Barcelona 2010 logo is set up as part of a global graphic system which extends to different media systems and applications. Look for competition areas, signs, promotional and multimedia material. We present the logo for the European Athletics Championships, Barcelona 2010.

Naming
The task is based on changing the name Barcelona 2010 into a brand. The capital B identifies the city of Barcelona, brings to mind something that is on its way, something good, something big. The year the event will be hosted, 10, is the top grade. To these values we can add the English association of B10: “Be Ten”. We change the descriptive name into a brand: B10.

Values to be promoted and icon use
The values to transmit are: Athletics and Barcelona. Both are associated with a series of nouns: competition + city + celebration and a series of adjectives: dynamic, festive, integrated, … We associate athletics with the following icons: athlete practising different events, track, stadium, spectators, stands, timing, performance, photo finish, … Barcelona with a series of icons that come to mind: gothic designs, modernist mosaics, urban expansion area, the characteristic 5 circled tile and the most recent architectural features such as the Agbar Tower or the Santa Caterina market. Combining the graphic properties associated with Athletics + Barcelona + Celebration we create an outline of circles that allow us to structure a dynamic graphic system which evokes the deep values of the event.