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Showing content with the highest reputation on 07/21/13 in all areas

  1. They matched the colour scheme of their venue. The original pictograms designed by Someone agency had the silhouette box version (which were used for wayfinding) and the dynamic line version (which were used for the look). Originally before Futurebrand (the agency who conceived the original strategy for the look of the Games) came up with the idea of different venue colours the box versions were the four original brand colours (orange, magenta, blue, green and black) and the dynamic ones blue and magenta. I think this was around 2008 they were released. Around 2009 Futurebrand were brought in to develop the look of the Games, taking the logo and existing brand designed by Wolff Olins, Headline typeface by Gareth Hague and pictograms by Someone and develop it into a strategy to dress the venues, the city, live sites, torch, etc etc. The golden thread was the 'one look' concept, that whatever touchpoint an athlete, spectator, member of the IOC, press, etc, came across that was to do with London 2012, it should all read from the same family. That was the general 'physical' graphic, which what we see is the grids, shards of energy, straight line angular feel. On top of this, they came up with the idea of the venues taking on different colours, displaying the diversity of London and the UK, yadda yadda. It was to attract attention, keep people (and youth especially) interested as the cameras moved between sports and venues, and to give a bit of individuality to aspects of the Games so it wasn't simply one big graphic rubber stamped over everything like previous Games had done. It was a bit more creative and allowed a bit more freedom in achieving a better result. The idea loosely was the sports took on certain characteristics, so more action physical combat sports would be in orange venues, water sports in blue, etc. This sort of got changed a bit over time but the overall concept was still there and finalised by the beginning of 2010. They added purple to the existing Wolf Ollins colour palette, to give a regal feel to the more historical venues, and tweaked the green because the original was too dark on camera. So to cut a long story short there were 4 main venue colours, purple, orange, blue, magenta, and then they then had a contrasting colour, so in total there were 11 different colour ways. And then this thinking was then applied across the board through pretty much every piece of branded collateral, so... the venues themselves, the venue banners, the venue tickets, the venue video screen animations, the merchandise sold at the venue, the venues page on the website, the venue page on the various mobile apps. Anything based around the sports in a venue were given this colour scheme. So, going back to your point, the pictograms took on the colours of the venues, so all the banners at, say, Earls Court, the volleyball pictogram was blue and white on an orange background. All the tickets for the Aquatic Centre (3 Olympic sports; swimming, diving, syncro plus 1 Paralympic, swimming) were blue with a yellow and white pictogram. Outside of the venues things were a little different, the city scrim around town that had all the different pictograms randomly on them were in different colours (but still in venue combinations). This was because there were six variants of the scrim (the total number of colours in the London 2012 look; purple, orange, magenta, blue, green, yellow, plus a black used where we couldn't have colour). All in all despite there being a rigid system for the venues there was flexibility outside when needed. That was part of the strength of the brand really. It gave it quite a creative vibe as well because it was never a brand that had say one dominant colour (although obviously the magenta seems to stick in people's minds because of the wayfinding) or default setting. The fact the boroughs could choose what colour scrim and live site banners they wanted was a positive from them, very 'everyone's 2012' and all that. I like to think overall we did a good job, I know a few are wary of praising the design itself but the sheer scale and aptitude of the design in the fact it was so coherent wherever it was it certainly something I'm pretty proud of being a part of.
    2 points
  2. …..promise not to get all bent out of shape as we pick on each project and it’s progress…..it’s all in fun and we just wish we had a project in our back yard to worry about! and there is a LOT left to do, it's not ALL going to go smoothly and there is bound to be some major kerfuffle before the games begin, so let us have our fun as we pour over all Rio’s challenges. p.s. your cauldron and look better be drop dead amazing………..i know your ceremony will be. (why am I worried about the look already)
    1 point
  3. Hm. That's a lot to do in three years.
    1 point
  4. I wouldn't hold my breath on that one....
    1 point
  5. I have to say, despite the rather uninspiring exterior, the interior looks extremely spectator friendly and that is by far the most important part.
    1 point
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