JUBILEE GAMES 2024
Design Concept
Jubilee Games
DIGI, which stems from digital, is the design and pattern that will celebrate and visually define the 2024 Jubilee Games.
DIGI not only prominently features CREATE, COMPETE, CONNECT on each jersey, the pattern itself becomes a visual iteration of this thematic tagline.
Balancing playful and edgy elements, DIGI blends a scattering of pixels, each little square symbolizing the athletes who represent each country and sport,
with a dramatic array of diagonal lines that suggest the intensifying heat and momentum of competition. Just as athletes and teams are drawn into the
competitive arena – the pixels appear to meet and merge with these lines that build in a sweeping gradient from 20% to 100% color saturation. This
striking diagonal pattern seamlessly connects the front and back of the shirt, bringing unity and visual harmony to the
appearance of every athlete.
This vivid array becomes a point of pride for athletes and a visual brand and signi er for spectators – easily seen from every angle on the court, pitch,
track or links. As point guards battle for the ball, strikers score on the pitch, or a wrestler (visible only from the back) pins their opponent to the mat,
this identi er isn’t lost to viewers.
In its striking interplay between solid color and contrasting pixels and lines, DIGI is dynamic but not cluttered. Each logo is given its own place and
prominence in the clean eld of color on the shirt front or back. Visually, this gives the eye a place to rest before it is drawn into the
sweeping diagonal pattern.
Style-wise, the DIGI nomad pattern lives as our youth do – re ecting their demand for high-performance athleisurewear that’s sleekly on trend. These
styles are bright, functional and active – in commuter-ready silhouettes with a minimalist feel. The color palette channels the top trends for
Spring-Summer 2024 Sport, and o ers many options for distinguishing rival teams and solo competitors on the eld of play.
As an Ismaili designer, I want our athletes and fans to proudly wear these jerseys on any given occasion, to represent the Ismaili’s in a pluralistic society.
In 2024 and beyond, these will serve as treasured memorabilia that honor individual team members who inspire future generations of young athletes
to CREATE, COMPETE and CONNECT at the Jubilee Games.