13th Australian Masters Games Adelaide 7-16 October 2011
13th Australian Masters Games (AMG) - Adelaide, South Australia from 7-16 October 2011. AMG is Australia’s largest regular multisport event held every two years. The first was staged in Tasmania in 1987. The event attracts 10,000 participants including 1,000 international participants competing in over 45 sports. This is the 5th time the AMG is hosted in Adelaide. It’s crucial to provide participants with new, fresh stimulus to make sure this Games is the best they have ever been to. The Confederation of Australian Sport (CAS) is owner of the Australian Masters Games. The management rights to the event have been assigned to Australian University Sport (AUS). Australian University Sport (AUS) is the peak, non-profit, governing body of university sport in Australia. We currently have 41 member institutions, which represent more than 1,000,000 higher education students nationally.
The AMG provide the opportunity for participation and competition for people over the age of 30 regardless of background or ability with the aim of encouraging lifelong participation in sport. Last time Adelaide hosted AMG it attracted just over 9,500 participants, 44% female 56% male, Average age 46, Largest participant age group was 40-49 years. While the competition is important, one of the key attractions of the Games is the social interaction and spirit of camaraderie experienced by participants.
1. Previous Australian Masters Games participants - People who compete in masters sport on a regular basis at a major national masters sport (either AMG or Pacific Games which runs on the alternate year to the AMG). They have most likely been to Adelaide before for an AMG so they will be looking for new and fresh experiences, sights and sounds. We want to change their 'been there done that' attitude which is one of the key reasons for presenting them with a logo and look that is new, exciting, fun, and youthful.
2. Potential participants who are aware of the Games, but have never participated. This is an important market for new participants. They already participate in the sport but they may have a perception that you need to be 'old' to compete in an AMG. We want our logo and imagery to help dispel this perception.
3. Potential participants who are unaware of the Australian Masters Games. These people compete in sports regularly (eg triathlon and cycling) either socially or in corporate sports. AMG is a big event that can offer them good competition but the event currently isn't 'on their radar'. We want to change that this year.
4. International participants - The majority of international participants come from New Zealand with the second highest number coming from Guam followed by India and Sri Lanka.
Goal: Design a fresh, new, vibrant logo for the 13th Australian Masters Games that conveys a sense of health, vitality, and youthfulness.
Celebration – The social program is as just as important as the sport program. Our logo and imagery should reflect a sense of joy, fun and celebration.
Youthful – We want to dispel the perception that you have to be old to be a Masters athlete. Masters are active, healthy, young and young at heart.
Movement – The logo should contain graphic elements that depict movement and activity. No hands in the air. This has been done to death.
Tagline: Previous Tagline - Serious Sport Serious Fun. We want a new tagline. One idea so far - 'Get in the Game!' This may be incorporated into the logo design or could be kept separate. We want the tagline to convey action.
Colour Scheme: The last AMG used Blue so avoid blue this time around. The 2005 log used blue green and red. We want a complete colour change to make sure this year's logo is completely different.