The Idea Shed’s John Fairley designs The World Games 2025’s official emblem; joins torch relay

Creative commerce agency The Idea Shed has announces that its Design Director John Fairley has been honoured with designing the official emblem for The World Games 2025 Chengdu, and selected as one of just 120 torchbearers in the event’s inaugural Torch Relay.

Fairley’s winning design, chosen from more than 3,500 global entries, brings together a powerful visual language that reflects Chengdu’s spirit.  A striking fusion of a circle and three interlocking triangles, the design draws on iconic regional symbols:  the giant panda, the Chinese knot, and the hibiscus flower.  The emblem is now live across the Games’ global branding, including signage, broadcast graphics, uniforms, and merchandise.

“This was never just a logo,” says Fairley. “It’s a symbol that welcomes the world to Chengdu.”

Following the win, Fairley was invited to carry the torch at the historic Sanxingdui Museum, joining Olympic legends, cultural ambassadors, and international athletes to mark the countdown to the Games, which begin on 7 August 2025.

Now based in Sydney, Fairley leads identity and brand design across The Idea Shed’s Australian and New Zealand operations, helping shape a new era of Creative Commerce. With over 20 years of global experience, his portfolio includes work for Nike, Rolls Royce, Universal Pictures, Estée Lauder, and Patek Philippe – and continues to shape brand stories through culturally resonant design.

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