International branding consultancy Wolff Olins was no stranger to Olympic identities, having created the mark for the games in Athens. When the famously staccato symbol was unveiled almost six years ago, however, the response was resoundingly critical. Why was the world, design and otherwise, so worked up? Design about embracing the inherent dissonance of the host city, and the strategy behind their effort.
Design: In terms of branding, this idea of embracing a more social approach was actually quite prescient for Brian Boylan: When the modern Olympics were created in , they were based around ideas that were bigger idea than sport—up to they had medals for cultural activities, even poetry. These Olympics were going to be much more engaging, existing everywhere and for everyone. On that foundation we worked with LOCOG the organizing body to encourage unprecedented levels of participation.
Ije Nwokorie: It was ; Facebook had been around for a year, YouTube was expanding, user-generated content was on the rise. You could already see this explosion of people taking matters into their own hands, and the energy that people could throw at these things.
The notion of energy was really at the heart of the mark itself. IN: It is, probably more than ever before, an international, multicultural, creative, modern, energetic, and therefore dissonant city. BB: The mark itself came from an energy grid we drew of lines that moved around, contained within a rectangle, which we stopped at one particular moment.
This was used in a very random way to create a pattern, so this idea of freeform is right at the heart of the brand. The typeface very much links back to that. Tan also changed the team colours from blue to red. Following fan backlash, in , the Bluebirds' management team decided to make the blue bird again the focus of the badge and reverted the home kit to blue as well.
If a new logo reminds you of a toilet flush, it's a fail. In , it happened to the prestigious University of California, which decided to go for a hipper image and a new logo. Soon enough, it was made to revert to the old one. The university released a statement that it would cease the use of the newly released logo following "a significant negative response by students, alumni and other members of our community". British food company Dirty Bird caters to music festivals in and around Wales.
Unveiling its logo in , its owner said it was "just a clever way for the 'd' and 'b' to go together", but customers complained about its phallic aesthetics. Designer Mark James defended it by saying it was a "graphic representation of a rooster incorporating the initials. It depends on how you look at it". Considering the company has posters asking customers to 'Touch My Thigh', it's probably not so innocent.
Sources: prolv-design. Nifty 18, Zomato Ltd. Market Watch. ET NOW. Brand Solutions. Video series featuring innovators. ET Financial Inclusion Summit. Malaria Mukt Bharat. Wealth Wise Series How they can help in wealth creation. Honouring Exemplary Boards. Deep Dive Into Cryptocurrency. ET Markets Conclave — Cryptocurrency. Reshape Tomorrow Tomorrow is different. Let's reshape it today.
This was a brand, not a logo we were told, built to make sense in not But the critics were not to be placated. So what about the rest of us? But while champions of the logo once relied very much on its ability to stir up graphic design debate as its greatest strength, other voices have come forward with more nuanced reflections. I think the logo with its sharp angles, strong shapes, defined edges and bright colours does a great job of representing the actual traits of London.
Having had to be signed off by various high-powered commercial interests — all of whom needed it to work with their identities — it was never going to be the most cutting-edge piece of graphic design.
0コメント