NOTE: This is an archived version of the first incarnation of Brand New. All posts have been closed to comments. Please visit underconsideration.com/brandnew for the latest version. If you would like to see this specific post, simply delete _v1 from the URL.
It seems only yesterday when NYC2012 (and a West Side stadium in New York) seemed like imminent realities before London was awarded hosting duties for the 2012 Olympic Games. Now, Chicago, Ill., led by design-friendly Mayor Daly, unveils its Olympic bid designed by VSA Partners. In sum, as press-released: “The Chicago 2016 logo is styled in the shape of a torch and consists of three distinct visual components. The flame, in the shape of Chicago’s skyline, reflects the international significance of Chicago architecture and speaks to the vitality of a city that rose from the ashes. The body of the torch merges a color palette that represents the blue of Lake Michigan with the vibrant green of the city’s park system—further underscoring Chicago’s commitment to the environment and sustainability.”
Jump to Most Recent Comment
Greg Scraper’s comment is:
Am I first? Awesome. First, let me say, great idea for a blog. Speak Up's purpose was getting a little pushed out by some of the logo commentary, and some logos were beginning to get overlooked.
Second, let me say that I love this logo. Not just kinda. It's well thought out, and an excellent example of a simple graphic mixed with some complex ideas. The color scheme justification seems a little forced, but I enjoy the gradient used with a purpose. I assume the black and white version (if there is one) would be solid black over a 75% gray, not a grayscale gradient. Overall, four and a half stars.
On Nov.06.2006 at 02:32 PM
Armin’s comment is:
Greg, mazel tov. You are the first!
I also like this mark a lot. I'm sure it looks quite fantastic when printed. The color gradation is okay, but I also trust that it would work equally well in a flat two-color application. It's a little too vertical and long for my taste (making it hard to use big in a horizontal banner) but it works quite well overall. Unlike the 2012 bids from around the country, this one succeeds in fusing the city with the olympic spirit.
And it's definitely much better than my attempts at a Chicago 2012 bid logo during HOW/Print's Ironic Chef competition.
On Nov.06.2006 at 02:47 PM
szkat’s comment is:
i've loved this logo for a while. wonder if it will be updated to include trump's monstrocity - not really an offensive building of itself, but i just don't like people f-ing with my skyline :)
but seriously, employing the city silouhette in this way is just elegant. i think it's great.
On Nov.06.2006 at 03:15 PM
Anthony Edwards’s comment is:
Thank you Speak Up for yet another way to waste time at work.
I am a stubborn little man when it comes to gradation in logos, BUT this one really works so well that I'll put it behind me. BRAVO. Although I agree that it is a tad tall and would pose problems in horizontal arrangements.
On Nov.06.2006 at 06:50 PM
grace2_89’s comment is:
But think of all the wonderful vertical banners there could be. :-) I just love those vertical banners.
On Nov.06.2006 at 11:35 PM
Brent’s comment is:
I think it's a beautiful mark. Even better when you look at its application at the press conference. Gotta love that pattern and the horizontal treatment seems to work as well.
Can anyone tell what's on the left side of that banner (in the link)?
On Nov.07.2006 at 12:48 AM
Joseph Szala’s comment is:
Brilliant logo. I'm also one to disregard gradients as a good element, but this really works. I would love to see the two color, even black and white renderings of this. I hope it was thought out the whole way through.
On Nov.07.2006 at 08:52 AM
felix sockwell’s comment is:
I'd give this a B+
The execution is better than the idea. Some real time and energy went into the subtle textural gradient and it works pretty well. The idea of a cityscape and a torch? Seen it.
I blame Oprah.
On Nov.07.2006 at 11:07 AM
Su’s comment is:
The crack has to be made: Was it really the best idea to essentially set Chicago on fire for this?
But, yes, it's nice.
On Nov.07.2006 at 04:21 PM
Julius’s comment is:
Always excited to see the logo's city put forth in their initial run to the games... and this is a great one. On the close up it has some really nice vertical texture happening as well.
Don't forget though, that the bid logo is not often the one that stays through to the actual games. In Sydney we went through two logos, the second one inferior to the first IMHO.
On Nov.08.2006 at 01:31 AM
Steve Woodruff’s comment is:
Beautiful!
On Nov.08.2006 at 11:09 AM
Kristen’s comment is:
Brent - in regards to your question about the picture to the left of the logo - its a runner. you can get a better view of it on the website: http://www.chicago2016.org/
Glad you like the logo!
On Nov.08.2006 at 01:19 PM
kyle poff’s comment is:
Logos are cool. Especially when I get to do them. just like this one.
—BUILT FROM FLAMES—
omnivore’s comment is:
It's actually a graph of the temperature variations in Chicago over a year.
On Nov.09.2006 at 06:56 PM
Dave Sanders’s comment is:
First, great blog.
Second, the logo isn't bad. But anyone who thinks that Lake Michigan is that blue is definitely dropping acid. But, I suppose oil slick rainbow wouldn't sell the city well enough...
I almost think the skyline is too subtle. I don't know that an average person who doesn't already know that it represents Chicago would place the skyline without being told.
I agree with the B+
On Nov.13.2006 at 08:42 AM
B+’s comment is:
Anyone for golf?
On Nov.14.2006 at 02:03 PM
B+’s comment is:
OK, kidding aside, nice or not so nice reference back to the White City and it's ignoble end?
On Nov.14.2006 at 02:13 PM
Mario Puig’s comment is:
Beautiful logo! Love how it has a streamline/art deco feel to it. Great job!
On Nov.15.2006 at 07:52 PM
Ravenone’s comment is:
I like it.
On Nov.16.2006 at 04:04 PM
Tikuz’s comment is:
wow. hot and cold blended in nicely
On Nov.17.2006 at 02:59 AM
Joel Skotak’s comment is:
This logo is beautiful! the colors, the shape, and the type. It couldn't be improved, and it makes me happy just to look at. Eye candy for the designer!
On Nov.21.2006 at 11:40 PM
J Tyler’s comment is:
Only because no one has said it: Did anyone else immediately see Batman in the mark?
I also like the logo. I love Batman.
On Nov.28.2006 at 02:13 PM
drewdraws2’s comment is:
Very nice logo that accentuates Chicago's height and history (through the elegant use of Art Deco style type and shading). Better than any of the logos for the 2012 Olympics bids, especially New York's.
Only complaint? Wouldve liked to have seen something a little more "solid". The gradients are lovely, but maybe lack substance?
On Dec.19.2006 at 04:26 PM
Ron Kovach’s comment is:
This was already said. Great blog idea.
The logo is a product of a world-class design office. When you read the brief the logo is a well executed end-product. However, given that the torch is a symbol of the Olympics, the messaging seems a bit myopic. What about the big picture? Does an Olympic logo shout the city or the games? Really would like to see the rejects.
On Jan.09.2007 at 06:21 PM
Kathryn SK’s comment is:
Love it!
On Mar.04.2007 at 01:04 PM
Bart O'Dell’s comment is:
Chicago, IL) -- The City of Chicago's bid for the 2016 Olympics will have to find a new logo. The International Olympic Committee says cites can't use rings, torches or other Olympic symbols unless they've actually been awarded the games. Chicago's 2016 logo features the city's skyline emerging from a torch, and it's been featured in a major marketing campaign. Officials say they're working to redesign the logo.
On May.17.2007 at 05:22 PM
felix’s comment is:
Its over before it starts...
On May.18.2007 at 10:23 AM
Mark’s comment is:
NNNNNNNNNNNNNNNNNOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
please please oh god PLEASE please please I hope it doesn't end up having it look like the horrible New York 2012 logo.
or another Toronto-type one.
On May.18.2007 at 06:36 PM
Kevin M. Scarbrough’s comment is:
My morning is officially ruined, as this was one of my favorite logos I've seen in a very long time.
On May.19.2007 at 06:46 AM
Erik’s comment is:
Has there been any word on the development of the new logo?
On Aug.30.2007 at 10:13 AM
James Bowie’s comment is:
The new Chicago 2016 logo was unveiled today.
On Sep.19.2007 at 02:00 PM
notmywork’s comment is:
no comment.
On Sep.19.2007 at 03:45 PM
dontstop’s comment is:
no comment.
On Sep.21.2007 at 12:02 AM
Comments in Brand New, V1.0 have been closed.
