Brand Identity

Invictus Games

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The Invictus Games is an international sports competition for wounded, injured and sick service personnel, organised in partnership with The Royal Foundation of The Duke and Duchess of Cambridge and Prince Harry and the Ministry of Defence. The idea for the brand identity “I AM” is based on the final two lines of a poem by William Ernest Henley: “I am the master of my fate: / I am the captain of my soul.” Since the word invictus is Latin for “unconquered”, the poem proclaims strength in the face of adversity. The aim was to create an identity that was impactful and reflected the nature of the event.

Credits
  • Client:
    Invictus Games, London
  • Design:
    Lambie-Nairn, London
  • Creative Direction:
    Adrian Burton
  • Graphic Design:
    Andi Yanto
  • Account Management:
    Layla Kammeier