London 2012 Olympic icon designs

I wanted to write a post about how nice I thought the new olympic icon designs are. Yes I know it is probably a bit of a cliche to say now as they have already received lots of lovely feedback but I wanted to add my list to the ever growing cue.

Firstly a bit about the project. For me, this is another one of those project that were probably labeled an impossible brief. Along with the logo design, you kind of look at the shadow some of the fine previous designs of past olympics and think – what is the best approach? Do I take direct influence from past event design masters and follow their lead only to be criticised for not being original enough, probably much like many other olympic graphics? alternatively do you come up something completely original only to be unfairly compared to designs which have since become classics over many years. But these icons prove that their is a right approach and the line through the middle of these two options, though thin, can be walked. The London 2012 icons designs have a slight nod towards structured icons of past olympics, but is original in its own right. Whats more, the icons are original in all the right ways, flowing from a desire to include more ‘energy’ and ‘positivity’. It is respectful of the past, but looking firmly towards the future. So the icons are a success in a way the logo perhaps never was. They are respectful to the idea of the olympics and the passion and energy of sport and seem to fit in with this perfectly. They are also not original without purpose, and still appeal to the public eye. Yes a brief like this is a challenge, but as these have proved, not necessarily an impossible one.

So a bit more about the icons themselves. They seem to take influence partly from the Atlanta games 1996 with a more free flowing movement then those of the classic symbol designs of Otl Aitcher. These have an energy about them and a movement and speed from within so many of the events. They come in 2 versions: One a symbol type version which is thick and legible from a distance, enabling the navigational purposes that traditionally olympic icon designs were for. The other is a more dynamic line version which really portrays movement. In a way this reminds me of the futurist art movement, a big part of which was portraying movement in an otherwise still object. I’m sure you will agree, a great influence for sport icon design. I like the colours as well and the neon like tones take to this in a more positive way then that of the olympic logo. They seem to only add to the energy and dynamism, rather than making them appear like they are from a childrens breakfast TV show.

I am still not convinced entirely by the way they look with the font. It seems to lack the sophistication I think any olympic poster should have and funnily enough subtracts from the energy that they have on their own. Not sure if these are final though.

But to conclude, I think it is an excellent job so congratulations to the olympic brand team. It shows that by approaching a brief logically and doing the research right, a good design is possible whatever the brief.