Semiotics of 2020 Tokyo Olympic Logo Visual Identity
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Client/Project CREATIVE SEMIOTICS LTD. UK TRADE & INVESTMENT Pecha Kucha Presentation Monday 28 th October 2013
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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.
Transcript of Semiotics of 2020 Tokyo Olympic Logo Visual Identity
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
