As part of the brief, Elmwood has been tasked with shaping the brand essence for Glasgow 2014. The brand values, personality and positioning will then form the basis for future communications surrounding the games.
John Donnelly, marketing and sponsorship director for Glasgow 2014, said the agency has a huge responsibility in shaping ‘biggest sporting event the city, and country has ever seen'.
The official Games logo, by design agency Tayburn, was first unveiled during the bidding process in 2006, when Glasgow triumphed over Nigerian capital Abuja and Halifax in Canada.
The Commonwealth Games will be held from 23 July to 3 August 2014.
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