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A presentation that sets out considerations for the design of the 2020 Tokyo Olympics visual identity. This is based upon a semiotic analysis of previous Olympics Games logos (the author has written extensively on this topic) and the unique design and calligraphic in Japan.
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Client/Project CREATIVE SEMIOTICS LTD.
UK TRADE & INVESTMENT
Pecha Kucha PresentationMonday 28th October 2013
Client/Project CREATIVE SEMIOTICS LTD.
1. Tokyo 2020 Visual Identity
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2. Japan, Logos, Bravery
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3. Semiotics studies meaning
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4. Logos are clusters of signs
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5. Condensations of meaning
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6. London Ambassador 2012
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7. Olympic Ceremonies Symbolism
Los Angeles 1984
Seoul 1988
Beijing 2008
Moscow 1980
Olympic hosts seek to impress and overawe their audience
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8. Olympic Ceremonies Symbolism
Olympic hosts seek to charm and endear themselves to audiences
Moscow 1980 Sydney 2000 London 2012 Seoul 1988
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9. Olympic Games Logo Designs
HERITAGE DYNAMISM
All Olympic Logos need to balance heritage with dynamism
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10. Olympic Games Logo Designs
Some logos rely on global form language to represent the future
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11. Rio 2016 Olympic Games logo
• Colours of Brazilian flag
• Subtly incorporates Rio
• Communion and dynamism
• Balances local and global
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12. London 2012 Olympic Games logo
• Avant-garde and so was polarising
• At first an empty cipher / badge
• Awkwardness, legibility an issue
• Initially it was criticised/maligned
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• Signs accumulate meaning with time
• In tune with the eccentric Ceremony
• Informal, unstuffy and idiosyncratic
• Now represents a successful Games
13. London 2012 Olympic Games logo
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14. Considerations for Tokyo 2020
How to balance soft power with a worldly welcome?
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15. Considerations for Tokyo 2020
How to balance primacy of Tokyo within Japan?
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16. Considerations for Tokyo 2020How to balance the historic and cute with the cool?
Source: Copyright (2013)
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17. Considerations for Tokyo 2020
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18. Considerations for Tokyo 2020
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19. Considerations for Tokyo 2020
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20. Considerations for Tokyo 2020
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CHRIS ARNING
Mobile: 07951 160 921Skype: chrisarningE-Mail: [email protected]: www.creativesemiotics.co.uk
