The Commonwealth Games Federation (CGF) officially launched the Transformation 2022 Refresh while the new Commonwealth Sport Brand was formally celebrated for the very first time at the CGF General Assembly in Rwanda.
Transformation 2022 is the Commonwealth Sport Movement’s Strategic Plan from 2015-2022, with the refresh covering the period from 2019-2022 following the first four-year phase.
The plan follows detailed member consultation as part of the CGF’s Regional Meeting Programme which commenced following the conclusion of the Gold Coast 2018 Commonwealth Games.
The refresh commits the movement to focusing on delivering inspirational sporting moments, nurturing a powerful sporting movement and activating transformational partnership.
It also establishes a new strategic priority focusing on the Movement’s ambition to ‘Realise Collective Impact’ – focused on athletes and sport for social change – a defining differentiator for the Commonwealth Sport Movement.
This aims to empower and equip athletes as agents of change and advocates for integrity; provide support and opportunities for CGAs; contribute to truth, reconciliation and relief programmes and strengthen the contribution of sport in Commonwealth Cities. This new strategic priority also includes the future formation of the Commonwealth Sport Foundation.
To compliment the Transformation 2022 Refresh, the new CGF Brand and Logo was formally showcased for the very first time to delegates at the CGF General Assembly in Rwanda.
The “Commonwealth Sport” brand was developed in close consultation with the 71 Commonwealth Games Associations (CGAs).
It reflects a bold, forward looking approach that underpins the CGF’s values of Humanity, Equality and Destiny, the collective work of the six regions and the vision of the Movement.
It is a brand for the entire movement, created by RBL agency in the UK, and replaces the more internally-focused corporate identity, launched back in 2000.
CGF CEO David Grevemberg CBE said: “There really is no better place than Rwanda to strengthen and position Commonwealth Sport as a progressive leader in sport and social change, harnessing the power of sport as a catalyst to unleash our human potential and positively transform lives.
“The Transformation 2022 Refresh will ensure the Commonwealth Sports Movement is in the best possible position to capitalise on the opportunities and mitigate possible risks that lie ahead in a rapidly changing world.
“It is an important time to galvanise and drive the positive impact of sport on society which is why we have updated and launched an exciting new Commonwealth Sport Brand to keep pace with our ambition.
“This means we aren’t just unveiling a new logo and emblem but actually linking our narrative, positioning and meaning. It is about putting the emphasis back on our vision, our values and our athletes.”
Commonwealth Games Federation