Large Format Signage for Sporting Venues
Client: Birmingham 2022 Commonwealth Games
Industry Sector: International Sporting Events & Venue Branding
Location: Birmingham, United Kingdom
The Birmingham 2022 Commonwealth Games represented one of the most significant sporting events hosted in the UK, welcoming over 6,500 athletes and officials from 72 nations and territories. Organised with the ambition to spotlight inclusivity, sustainability, and community engagement, the event demanded visual communications that could meet its energetic and diverse nature. The visual presence of the Games was integral to its international image, requiring partners who could translate a complex brand identity into tangible, large-scale experiences.
GDSPL was selected as a trusted partner to bring this vibrant vision to life. The scope of work involved not just large-scale print production, but meticulous attention to design accuracy, material durability, and logistical coordination across multiple sites. With a proven track record in sporting venue branding and live event signage, GDSPL’s capability to deliver under tight timelines made them the ideal collaborator to support the Games’ expansive signage requirements.
The Challenge - Temporary Venue Signage and Event Signage Installation
GDSPL’s challenge was multifaceted. Firstly, the signage had to deliver clear, high-impact visuals that would be seen by live audiences and broadcast around the world — meaning both form and function needed to be flawlessly integrated. The temporary nature of the installations introduced another layer of complexity: they had to be durable, yet quick to deploy and remove, all while being respectful of the host venues’ infrastructure.
Additionally, the logistical demands were staggering. Multiple venues, tight delivery windows, rigorous health and safety compliance, and collaboration with other contractors required agile project management and meticulous execution. Each installation needed to be delivered precisely on schedule — delays were not an option in a global event of this magnitude.
From the moment GDSPL was awarded the contract, it became a race against the clock to design, produce, and install bold, on-brand visuals that enhanced the Games’ visibility and prestige. Weatherproofing, security, footfall durability, and compliance with Commonwealth Games Federation guidelines were just a few of the elements that shaped the creative and technical approach.
Why GDSPL?
GDSPL was chosen not only for its production capabilities, but for its comprehensive approach to project delivery — from concept to installation. With an in-house design team, cutting-edge print technology, and a reputation for problem-solving under pressure, GDSPL demonstrated the agility and precision required for an event of this calibre.
Event Branding Solutions for High-Impact Sporting Environments
Large Format Signage for Sporting Venues
To meet the visual expectations of a global sporting event, GDSPL designed and fabricated an extensive suite of large format signage and structural features. Among the most striking installations were a series of towering V-structures placed at high-traffic pedestrian entry points. These were not only brand markers but iconic symbols of the event itself, drawing spectators and media attention alike. Each V-structure was constructed using a mix of robust, weatherproof substrates and high-definition UV print finishes to ensure colour vibrancy and legibility in any condition. Their 3D design introduced dimension to the event’s visual language, creating focal points for photography, broadcast features, and social media interaction.
The signage extended beyond these showpieces. From wayfinding and directional signage to boundary fencing wraps and welcome gates, GDSPL’s output covered every touchpoint a visitor or athlete might encounter. Each piece was designed to reinforce the event’s core themes — diversity, unity, and excellence — while withstanding environmental wear and tear. These structures were engineered for fast on-site deployment and removal, ensuring minimal impact on existing infrastructure and surrounding communities.Temporary Venue Signage and Event Signage Installation
One of the most mission-critical deliverables was the provision of branded backdrops for press, media, and award ceremonies. GDSPL developed a cohesive set of temporary structures that reflected sponsor obligations while honouring the overarching Games identity. These included collapsible panel walls, freestanding boards, and multi-use branding frames for quick repositioning across venues. Designs were created in tandem with the Games’ media and marketing teams, ensuring every camera angle met broadcasting standards and sponsor visibility requirements.
The fabrication process involved precision alignment of logos and colour grading to ensure consistency across thousands of print assets. Temporary structures also included mobile towers for promotional visibility and tactical viewing decks. Lightweight, modular design enabled rapid assembly with minimal equipment, critical given the tight access restrictions and rapid event turnover. All structures were subjected to quality assurance reviews and safety checks pre- and post-installation, reflecting GDSPL’s commitment to operational integrity. Behind the scenes, GDSPL managed an efficient print schedule that allowed for staggered delivery across dozens of sporting venues. This required intricate logistics coordination — from digital proofing and stakeholder sign-offs to last-mile installation tracking. The temporary nature of many of these environments meant flexibility was vital. GDSPL’s solutions not only fit the immediate brief but allowed for reactive adaptation during the Games’ duration, including overnight rebranding and location-specific updates.Installation Across Multiple Sporting Venues
The delivery and installation phase demanded military precision. Over the course of several weeks, GDSPL teams were dispatched to sites ranging from athletics stadiums and aquatic centres to community venues and fan zones. Each team was equipped with site-specific plans, safety protocols, and venue access schedules that had to be adhered to without fail. GDSPL’s installation specialists coordinated closely with event contractors, stadium officials, and transport teams to deliver signage under extremely tight timelines.
No two venues were the same. Some required ground-anchored signage due to high wind zones, while others necessitated innovative hanging systems to fit into legacy architecture. In every scenario, GDSPL’s field teams problem-solved in real time, maintaining brand consistency while respecting venue constraints. Each installation was signed off against a central brand control sheet to ensure compliance and photographic documentation was provided for quality assurance.
The successful deployment of signage across multiple venues highlighted GDSPL’s strengths in multi-site coordination, safety-first execution, and brand stewardship. It demonstrated not only an ability to deliver but to do so collaboratively — a crucial factor in live event environments where every second counts and public perception is shaped in real time.
“Our goal wasn’t simply to produce great signage — it was to transform venues into immersive brand experiences that echoed the passion and inclusivity of the Games.”
The Results
GDSPL’s delivery supported the successful branding of one of the UK’s most watched and attended international sporting events. Signage quality and design consistency helped unify venues and enhance visual storytelling.
The branding installations acted as a unifying visual language across diverse venues, helping spectators navigate spaces intuitively while reinforcing the Commonwealth Games’ identity. GDSPL’s ability to meet logistical challenges without compromising on visual impact ensured the project was hailed as a branding success, contributing to the vibrancy and memorability of the Games.
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Over 10 large-scale installations delivered
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100% on-time installation across all sites
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High visibility sponsor placements across media zones
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Visual branding shared globally through televised coverage
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Zero rework or safety issues across the entire signage deployment
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Featured in post-event promotional materials and stakeholder reports
5 Star Review, and 5 Star Performance
