The master of my fate. The captain of my soul
We are very proud to have worked with the Royal Foundation to develop the brand for the Invictus Games, an international sporting event for wounded, injured and sick service personnel.
The inaugural event of September 2014 saw more than 300 competitors from 13 different nations competing across 4 iconic London venues. We were briefed to bring this event to life by developing a logo and powerful identity, which would reflect the Games’ core values, and attract and engage competitors and audiences on an international level.
We had 7 weeks and we were building a brand from scratch.
We developed an identity that puts the inspirational stories of injured servicemen and women centre stage, and we made it collaborative – something everyone could pick up and participate.
The inspiration for the “I AM” idea – which became the Game’s rallying cry – came from the final lines of the poem “Invictus” by William Ernest Henley:
“I am the master of my fate,
I am the captain of my soul”
Invictus is Latin for “unconquered”. The logotype for the Invictus Games captures and elevates this unerring belief in the human spirit. From a branding perspective it turns a belief into a clear purpose. It’s not what the games are endeavouring to do, but “why” they’re doing it that’s ultimately important. The Invictus Games provide a platform for personal achievement; a platform for our wounded warriors to compete, not just against each other, but against themselves; and the chance to prove that “I AM”, which fortunately for us sits right at the heart of the name.
The inaugural event in 2014 was a complete success: it saw over 400 competitors from 13 nations competing across 4 iconic London venues. From 2016 the Invictus Games has become an annual event hosted by various bidding nations, starting with Orlando, USA and growing to 500 competitors from 15 nations in total.