A sporting event for sick, injured and wounded servicemen and women was recently announced by HRH Prince Harry, himself a serviceman who took the title of the 'Invictus Games' from the famous William Ernest Henley poem of the same name, which features the immortal lines; “I am the master of my fate; I am the captain of my soul”, a sentiment the games embody wholeheartedly. The branding for the event has been created by international branding agency Lambie-Nairn in collaboration with the Organising Committee, and was unveiled earlier this week.
“I am the master of my fate; I am the captain of my soul.” William Ernest Henley
Lambie-Nairn CEO Christian Schroeder is “Very proud to have worked with the Royal Foundation and Ministry of Defence in helping to develop the Invictus Games brand,” a branding that includes the imposing logo for the games, which posits the phrase 'I am' (which sits at the heart of the name) as a key ethos behind the games. The 'I am' through-line aims to promote the fact that the games are providing these “Wounded warriors” with a platform from which to achieve personal goals and for these brave soldiers to compete against both one another, and themselves. Schroeder believes that the “Inspiring event” will “Recognise the courage” of the athletes and “Demonstrate just how powerful sport can be.”
Invictus games chairman Sir Keith Mills is “Delighted to have worked with Lambie-Nairn,” who he says helped bring the name they chose to life through the brand. He backs up Schroeder's beliefs that the games “Embody the fighting spirit of wounded warriors, and what these tenacious men and women can achieve post injury.” He goes on to mention how he feels the event will celebrate this tenacity and fighting spirit though sporting achievements that will “Recognise the sacrifices they have made.”
“The event will celebrate what these tenacious men and women can achieve post injury.” Sir Keith Mills
The Invictus Games will be presented by Jaguar Land Rover and will be hosted at the Queen Elizabeth Olympic Park in September this year and will feature more than 300 sick, wounded and injured servicemen and women from around the world.
Official Invictus Games Website
Benjamin Hiorns is a freelance copywriter from Kidderminster in the UK who has always been the master of his fate and the captain of his soul. He thinks.
