Brno 2027 unveils official emblems and branding

With 300 days to go until the start of the competition, Brno 2027 has unveiled its official emblems and visual identity, setting the stage for a landmark celebration of Climbing and Para Climbing. Taking place from 13 to 21 August 2027, the event will unite the two sports’ flagship championships for nine days of world-class competition, with athletes also competing for qualification opportunities for the Olympic and Paralympic Games LA28.

Designed by Matta, the London-based creative agency behind the World Climbing brand unveiled at the end of 2025, the Brno 2027 identity draws inspiration from the host city’s cultural heritage, bringing local history and contemporary design together in a distinctive visual language.

A LEGENDARY SYMBOL AT THE HEART OF THE BRAND

At the centre of the event emblem is a shape inspired by the Brno Dragon, one of the most recognisable symbols of the Moravian capital. Despite its mythical name, the city’s famous dragon is actually a preserved Nile crocodile, approximately five metres long, which hangs from the ceiling of a passage in Brno’s Old Town Hall.

The crocodile is closely associated with one of the city’s best-known legends. According to local folklore, a fearsome dragon once terrorised Brno’s inhabitants and their livestock. The creature was eventually defeated when a visiting butcher devised a cunning plan: he filled an animal hide with caustic lime, stitched it closed and offered it to the beast as food. After swallowing the deceptive meal, the dragon was vanquished.

Unlike many similar European legends, Brno’s story has a physical centrepiece. Although the crocodile’s true origins are uncertain, it is believed to have been presented to the city as a gift from a visiting dignitary. Today, the preserved animal remains one of Brno’s most distinctive emblems, inspiring local sports teams, souvenirs and popular folklore. Visitors can see it throughout the year at the Old Town Hall.

By reinterpreting this unusual symbol, the Brno 2027 emblem establishes a direct connection between the championship and its host city, giving the event a visual identity rooted in local history while looking towards the future of the sport.

TWO CHAMPIONSHIPS, ONE VISUAL IDENTITY

The event branding features two versions of the emblem: one for the World Climbing Championship and one for the World Climbing Para Championship. Both share the same design, with colour variations distinguishing the two competitions while maintaining a unified identity.

The accompanying Brno 27 wordmark takes further inspiration from Eastern European folk alphabets. Its bold, almost carved letterforms lend the branding a strong, distinctive character, reflecting the region’s cultural heritage through a contemporary design approach.

The colour palette features three colours inspired by Brno’s symbols and the Czech national flag. Red and white reference the city’s traditional colours, while blue completes the palette with a nod to the national flag of Czechia.

Together, the emblem, wordmark and colour system create a cohesive identity for the two championships, balancing the distinct character of each competition with their shared place within the World Climbing calendar.

THE ROAD TO LA28

Brno 2027 will bring together the 20th edition of the World Climbing Championship and the 10th edition of the World Climbing Para Championship, marking a significant milestone for both sports.

Beyond determining the next generation of world champions, the event will also serve as a qualification event for the Olympic and Paralympic Games LA28, adding further significance to nine days of competition in Czechia.

With the official branding now revealed, the countdown to Brno 2027 continues.