Olympics Committee must either be very enlightened, or Wolff Olins gave an amazingly persuasive presentation. I'm amazed that the client didn't insist on it, and since they've signed on for this solution, the U.K. This, in and of itself, is a recommendation for the new design. No corny Big Bens, Towers of London, crowns, crests, lions, flags. The identity design and branding plan escapes all the insipid clich?s of previous Olympics logos by refusing to utilize a torch in any fashion, and then the design continues, with marvelous gall, to completely ignore any and all references to London or the U.K. Here are the pros, and they're big ones:ฤก. Designers weigh in, rating the logo from one to five stars. The London 2012 Olympics Committee likes to call the logo, from Wolff Olins, a symbol of "Everyone's Games." Rarely has a mark ignited such a civilian spark. Rarely has a mark ignited such a civilian spark.
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