Dongfang.com reported on December 28: Shanghai Masters, launch, F1 China Grand Prix… This afternoon, the “Shanghai event” brand recognition system was released, and 18 events became the first batch of “Shanghai event” brand recognition.
what is “1 + 3” mode?
The brand recognition system of “Shanghai event” is “1 + 3” mode. “1” refers to the creation of a “Shanghai event” brand, referred to as “s” brand, including one-time events and perennial events. “3” refers to the events held throughout the year, which are divided into “P”, “H” and “d” according to the characteristics of the events and the needs of urban development. At present, the brand recognition of “Shanghai events” mainly focuses on the events held throughout the year, and constructs the interactive development and promotion and degradation mechanism among the three.
Among them, “P” events refer to premium events, that is, top events, which are at the top of the event system in Shanghai. They have global influence and have strong attraction and appeal to top sponsors, mainstream media and audiences all over the world; “H” events refer to hallmark events, that is, landmark events, which can show Shanghai’s urban image, spread Shanghai’s urban culture, conform to Shanghai’s urban temperament, and have a certain influence and popularity; “D” events refer to developing events, that is, nurturing events, which refer to events with strong development potential.
“P”, “H” and “d” sports events will gradually form interactive development in the future, effectively enrich the event supply, improve the event system, accelerate the benign development of sports events in Shanghai, help improve the overall quality of sports events, further release the comprehensive benefits of sports events Improve the management and service level of sports events in Shanghai, and promote the high-quality development of sports events in Shanghai in three aspects.
What are the evaluation dimensions?
Referring to the standard system of global sports city event recognition, the Municipal Sports Bureau has formulated the evaluation dimension of “Shanghai event” brand recognition from the two aspects of confirmation indicators and prediction indicators, following the basic principles of voluntary application, unified evaluation, objectivity, impartiality, openness and transparency and dynamic management.
The brand recognition standard of “Shanghai event” includes five first-class indicators: event level, organizer qualification, event scale, financial status and city exposure. The event level is mainly recognized from the dimensions of event level, number of member states of sports, competitive level of participating athletes and event continuity; The qualification of organizers is mainly recognized from the dimensions of organizers and organizers; The scale of the event is determined from the dimensions of the number of participating countries and the size of the audience; The financial status is mainly recognized from two dimensions: input scale and income scale; Urban exposure is mainly identified from the dimensions of media exposure plan and sponsor brand. After integrating the scores of various indicators of the event and the expert opinions of the “Shanghai event” brand review team, the first batch of “Shanghai event” brand lists were finally determined.
The four events of Shanghai atp1000 masters, Shanghai marathon, F1 China Grand Prix and World Championships HSBC Championship have won the “P” event brand recognition. These events have great influence all over the world and are the focus of global media. After years of cultivation and development, the quality of the event has been continuously improved and the comprehensive benefits have been continuously released, making outstanding contributions to the global dissemination of the city image of China and Shanghai. It has become a benchmark event for Shanghai to build a world-famous sports city.
Seven “H” events such as Diamond League Shanghai station have high global popularity in their respective fields. Since it was held for the first time, various events have made great efforts to improve the quality of events and have a positive interaction with Shanghai’s urban resources and urban image. It has become an important carrier for the dissemination of Shanghai’s urban image and an indispensable part of the development of Shanghai’s sports events.
Seven “d” events such as Buick LPGA Championship have their own characteristics in mode innovation, professional competition and sports culture communication, which greatly meet the growing diversified sports needs of citizens and show great development potential.
brand logo “heartbeat” release
The core design concept of “Shanghai event” brand logo is “heartbeat”. The commonness of all sports is heartbeat: Crazy cheering fans, passionate command coaches, cheering players and constant sprint partners. They inject vitality into Shanghai with their own energy, which is the unique heartbeat of the city. Taking the visual symbol representing the heartbeat as the creative starting point of the brand logo of “Shanghai event”, this symbol not only represents the heartbeat, but also reflects the vitality of the city.
The “Shanghai event” brand logo forms the main screen through an asymmetric linear array. The two ball shapes on the logo integrate the Shanghai landmark Oriental Pearl Group Co.Ltd(600637) into it. The logo shape represents 16 districts of Shanghai with 16 gradient color lines of different lengths. Charming purple and competitive blue are selected as the main gradient colors of the brand logo to fit the urban characteristics of the magic city. Different characteristics converge into Shanghai, a dream city, and move forward to the peak of the capital of international sports events. The gradual color front is like a heartbeat track, which sets up the dynamic image of Shanghai. When the genes of various sports events are integrated with the dynamic Shanghai, everything in the city beats like a note with the injection of sports dreams, bringing the vitality of the magic capital to the world.
“PhD” logo shading is composed of Magnolia petals of Shanghai flower. “P” is defined as the mature fruit, and the color is golden, representing authority, honor and quality. The “golden fruit” expresses the high standard of the event and the great global influence, and is the quality symbol of the highest honor; “H” is defined as a blooming flower, and its color is blue, representing charm, vitality and energy. It shows the landmark and uniqueness of the event with “blooming flowers”, highlighting that sports events inject vitality into the city; The definition of “d” is bud in bud and the color is rose powder, which represents enthusiasm, potential and confidence. The “flower bud to be released” implies the potential and broad prospect of the event and expresses confidence and expectation for the future development of the event.
how to apply for “Shanghai brand” certification
Sports events are one of the core elements of building Shanghai into a world-famous Sports City, and they are also an important starting point to build sports into a “golden card” of Shanghai. In recent years, sports events in Shanghai have developed rapidly, but there is still room for improvement in the construction of event system, the excavation of event localization characteristics, the improvement of event brand influence, event empowerment, Shanghai’s global urban construction, more scientific and reasonable event structure layout, more advanced event management and service thinking A better competition environment has become a new demand for the development of sports events in Shanghai.
Therefore, the group standard of sports event service certification requirements was also released at the press conference. This is a normative document for the service certification of sports events, which fills the gap in the service certification of Chinese sports events and has the level of “China’s leading and world-class”. This also means that for Shanghai independent brand events, in the future, you can not only apply for the “Shanghai event” brand, but also apply for the certification of “Shanghai brand”.
Huang Haiyan, an expert of the brand review team of “Shanghai events” and a professor of Shanghai Institute of physical education, also introduced, “there are many events in Shanghai every year. The establishment of an efficient management model can promote the establishment of the capital of international sports events and the development of related industries.” In the next cycle, relevant experts will dynamically track the events according to relevant evaluation standards.
It is understood that the brand identification of “Shanghai events” will become a normal work of Shanghai sports events in the future, and gradually form a development model of “Shanghai events” brand identification system of “mature batch, identified batch”. The Municipal Sports Bureau will also explore the use of more diversified sports event management service tools to provide more support for the cultivation of independent brand events, the improvement of the influence of sports events and the release of comprehensive benefits of sports events.
attachment: list of the first batch of “Shanghai events” brands
“P” event
Shanghai atp1000 Masters
Shanghai Marathon
F1 China Grand Prix
World Championships – HSBC Championship
“H” event
Diamond League – Shanghai Station
Shanghai Super Cup short track speed skating, figure skating and line skating Grand Prix
Shanghai World equestrian Championship
Women’s road world tour around Chongming Island
world snooker shanghai marsters
Archery World Cup – Shanghai Station
Shanghai Half Marathon
“d” event
Buick LPGA Championship
Shanghai rowing open
World sports dance Grand Prix Finals
Shanghai 10K elite race
College 100 mile relay
Shanghai cup chess masters open
China coordinates · Shanghai Urban Orienteering Outdoor Challenge
(dongfang.com)
