NOTE: This is an archived version of the first incarnation of Brand New.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.
Yes, you are correct, this is not a Before/After scenario strictly speaking. But designerly-humorously-speaking, this is a pretty funny way of looking at these two Olympic bid identities. I was this close to making this a “Noted without Comment” post, but maybe a little context helps:
Tokyo’s bid for the 2016 Olympic Games has unveiled its new representative logo, a Japanese MUSUBI knot that integrates the five colours of the Olympic rings and is used in Japan at times of celebration. [ … ] “This logo, our MUSUBI knot, integrates the values that underpin both the Olympic Movement and Tokyo 2016. It ties together sport and culture, urban and natural environment, Japan and the world, the world and peace” said the bid CEO Dr. Kono. [ … ] Tokyo’s bid logo was selected from among 18 entrants in a national competition of designers and will be used during their bid campaign until June 2008.
The logo is passable as an idea, but the execution is mundane at best. By using gradients to resolve how the knot goes back and forth, the visual loses all the possible tension that could have been achieved with a little more finesse if a few more hours had been spent on the execution. But I have to say that the typography, on its own, is quite fetching — striking a nice balance somewhere between “futureness” and this beauty. If the Messy-London to Organized-Tokyo parallels continue, then there is hope that, if Tokyo wins, they can clean up after this big mess in a few years.
Jump to Most Recent Comment
Frank’s comment is:
The gradients were what caught my eye (in a negative way) first.I don't have the slightest clue why they're there and what for.Makes me wonder to see how the logo would be applied to all the different materials - happy printing !
Oh, do i hear "embroidery" ? Uh.
Btw, i think the concept itself is weird.Might be that the "Musubi knot" has a certain meaning in Japan, but to me the first thing that somehow comes to mind when seeing this Logo is "hanging" or "gallows".
Not the most appropriate message to be associated with an Olympic Games logo maybe.
Might just be me not being familiar with the Musubi meaning, but then again shouldn't an Olympics logo work for all kinds of audiences, not just (in this case) japanese ones ?
On Jul.15.2007 at 09:47 AM
Splashman’s comment is:
I agree with Armin -- concept is fine, execution is maddeningly lacking. So much potential! One hopes it will eventually be finessed.
Frank: by definition, the only concepts that will "work for all kinds of audiences" are lowest-common-denominator concepts. No thanks. I expect (and I think the general public accepts) that an Olympic logo should evoke a flavor of the host city (note: "evoke a flavor", not necessarily "represent major landmarks in lineart"). The five colors already symbolize the world.
And while I doubt that "hangman" will be the first reaction of very many people, a better execution of the concept could avoid the problem entirely. "Musabi knot" isn't a particular kind of knot, but a style of knot, so the logo designer could rework this concept significantly.
Minor note: At first the red bullet irritated me (It's big! And red!), but then I realized the connection to the Japanese flag. That works for me.
On Jul.15.2007 at 04:42 PM
Joey Pfeifer’s comment is:
If the logo is going to be mass produced on shirts, hats, almost everything around the time of the event, is it smart to depend on detailed gradients?
I'm not suggesting they resort to simple shapes that are easy to print, but this in particular seems unnecessary.
On Jul.15.2007 at 05:47 PM
Frank’s comment is:
Splashman:
What i meant to say was not that the logo should appeal to all audiences there are but it has to appeal to the target audience.Now in the case of the Olympics this target audience just happens to be a very broad one so i'm just questioning if the concept of a Musubi style of knot is really something that will be recognized by most of the target audience or not.
In other words, if the logo really serves its purpose.
This doesn't automatically equal lowest common denominator, just saying an Olympics logo should have a concept that speaks to the majority of the target audience.
And yeah the gradients are silly because they blur the contours.
Would like to see how it's supposed to be applied on a shirt for instance.
On Jul.15.2007 at 10:43 PM
Pat Broderick’s comment is:
The "fetching typography" of the Tokyo logo looks to be off-the-rack House Runway.
On Jul.15.2007 at 11:22 PM
Ben’s comment is:
I can't decide how I feel about the gradients, to be honest. At first they didn't bother me, but now I feel like they ruin the knot's togetherness.
That said, I think the type choice is good here, and the whole typographic mark (with Japanese circle) is executed well.
I think it'll be fun to see how they incorporate all this over the next eight (!) or so years, presuming their bid holds. And the knot could make for an interesting medal presentation.
Good work so far, Brand New. I've been keeping up. Fun for a guy who works part-time as a designer but doesn't study it (and so admittedly has little idea what he's talking about). Thanks.
On Jul.16.2007 at 03:19 AM
Corey Buckner’s comment is:
The outer glow is distracting, and I almost would rather see the logo with just the text and the red circle. That part of it is beautiful.
On Jul.16.2007 at 03:47 AM
Justin Siddons’s comment is:
Tokyo has got nothing on Chicago's 2016 Logo Mark! The VSA Partners have done a good job encompassing the Olympic feel within a Chicago motif. I personally always feel most chicago based organizations that bare the skyline inside their marks usually turn out to be disgraceful. The 2016 logo mark however executes it with grace and classiness.
On Jul.16.2007 at 11:38 AM
Justin Siddons’s comment is:
Tokyo has got nothing on Chicago's 2016 Logo Mark! The VSA Partners have done a good job encompassing the Olympic feel within a Chicago motif. I personally always feel most chicago based organizations that bare the skyline inside their marks usually turn out to be disgraceful. The 2016 logo mark however executes it with grace and classiness.
On Jul.16.2007 at 11:38 AM
Joe’s comment is:
There's something about that gradient which reminds me of Japan in an inexplicably pleasurable way. Tadanori Yokoo used a lot of gradients in his graphic art, and so did Mr Hokusai.
Who wears embroidered hats in 2016?
On Jul.16.2007 at 03:20 PM
vectr’s comment is:
Another designer is encouraged to head-butt the Olympic Rings logo to less than desirable results.
Nice typography though:
C-LO’s comment is:
I feel like im staring at a test pattern when I look at this logo. I am SO indifferent with this logo it's remarkable. I get the ribbon idea which is a decent idea. Little curious as to why for the gradient ( gee am i repeating anyone ) but the lettering I think is also dull. I'm almost expecting a "Press Start" under TOKYO•2016 as where it says applicant city. I know this logo could be awesome, it just needs something that I can't quite put my finger on.
On Jul.17.2007 at 11:56 AM
Design’s comment is:
Dumb.
On Jul.18.2007 at 01:17 PM
Design’s comment is:
Dumb.
On Jul.18.2007 at 01:17 PM
Kyle Z’s comment is:
What bothers me are the straight lines that form the actual knot. I feel there needs to be more curve to it since ropes and ribbons are not rigid objects, but loose and open to influence. The fact that it also lies over the unnecessary gradient doesn't help it either.
On Jul.18.2007 at 03:47 PM
Pedro’s comment is:
Lets try to see this in light of the Japanese culture. Take your red, white and blue hat off and see the beauty in the curves of the ribbon with the contrast of the hard knot. There is something there i really like and I'm sure the Japanese people might have a more emotional ties to the mark.
And Justin, the logo VSA did, was a violation of the Olympic guidelines. So if your not willing to take the time to respect the rules and simply be gung-ho and create something (yet very beautiful) but definitly did not do their homework.
Whats with all the concern about how to apply on shirts and hats. I'm sure the designer has created a black and white version, reversed, single color and all the rest we designers do so it can work on all different applications and print techniques. This is only one variation of that logo.
Does anyone like gradients on this blog? All I hear on this site is gradients suck... when used appropriately, its wonderful. So much hate, show some love for the G.
On Jul.18.2007 at 09:43 PM
exigent’s comment is:
I think it is horrible. I do understand the Japanese culture to a point and see what they are trying to accomplish, but they failed in overall execution.
I hate to say it, but the London logo beats this one out hands-down.
I feel that there is a distictness to each of the two parts: typography and icon, but nothing that unites them. Thus the overall is broken and just plain terrible.
Gradients do not bother me... but in this instance, the main knot looks as though it is glowing? Um, am I missing something?
Back to the drawing board!
On Jul.19.2007 at 11:22 AM
Splashman’s comment is:
Exigent: the glow is from the nuclear plant, of course!
(sorry, couldn't resist!)
On Jul.19.2007 at 10:05 PM
Simon’s comment is:
Perfect title for this post!
Frank's "gallows" comment is right on target in the negative sense. I think the positive is the typography.
It looks like a damn noose.
On Jul.20.2007 at 02:18 PM
Jason Warth’s comment is:
Quoting from Kyle Z:
"What bothers me are the straight lines that form the actual knot. I feel there needs to be more curve to it since ropes and ribbons are not rigid objects, but loose and open to influence."
Well said, Kyle. There is no reason (that I can see) to use such rigid lines for the knot. I don't mind straight lines for the "rope," but I do mind them for the knot. It seems very unnatural (and un-knot-like).
Right now, this execution is just not working for me. I don't mind gradients per se, but this particular gradient does not even seem skillfully executed.
I do like the typeface. It seems appropriate for both the Olympics, and as a representation of the modernity of the city of Tokyo. That said, the severe assymetry of the mark doesn't pair well with the type, in my opinion. I have a natural predisposition (possibly to a fault) for symmetry, but the way the type and mark relate to each other is really unsettling for me.
On Jul.30.2007 at 05:51 PM
Burma787’s comment is:
I think this brand is right on code! It is Japanese at it's essence, the presentation is clean and precise, and taps into the unspoken visual cues that is Japanese. The gradients are also within the code for this culture, previous posts noted that Japanese artisans have used in their collections and works.
The tension of differing cultures makes connection through these gradient transitions, the Globe/Japan, past/future, struggle/reward, and the living world and spirit world. For a culture that shields it emotions from the casual viewer it really shows an emotional connection, knot, with this event.
Regards,
S.
On Aug.22.2007 at 03:18 PM
suzzy’s comment is:
Here I found something more about 2016 Tokyo Olympic Logo. Take a look at that
http://www.logoblog.org/wordpress/2016-tokyo-olympic-logo/
On Oct.26.2007 at 02:59 AM
Comments in Brand New, V1.0 have been closed.
