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Everything posted by DarJoLe

  1. I'm not sure the original poster actually means Rio is standing down as host, just more hypothetically speaking if Rio didn't meet the requirements (or any host nation, for that matter) who would be called upon to host the Games instead. Well, if the Games in Rio were indeed cancelled (which they're not) I guess London could step in. But it's not exactly that easy to just conjure up everyone who worked on London 2012 back together again, although I'm sure plenty would love to. It also wouldn't be anything like a previous Olympics of recent times if the timescale was short, and I expect just a
  2. I was part of the Look Design team in LOCOG who developed the look with the various outside agencies and stakeholders.
  3. Extravagance is one thing, but remember these Games were against a backdrop of a country in recession. Local councils facing cuts to services weren't going to be welcomed spending taxpayers money extravagantly on dressing up their boroughs. LOCOG itself wasn't a bottomless pit of money and every piece of look had to be justified. It was never considered a negative though, just simply being prudent about where to spend money and essentially saving waste and being more sustainable. That's where the real hard work went and the challenge. Considering the breadth and scale of the project involvin
  4. One of the closing remarks of the Beyond 2012 presentation as well was a quote from the Senior Director of Getty Images; "…with the genuinely dynamic look elements around the venues, the London Games achieved the highest visual standards I have seen covering many Olympic Games" which I think was probably the perfect quote to close the chapter of the whole London 2012 brand.
  5. There's been a lot of cross-talk between the events obviously; we had teams from Sochi and Rio over on occasions whilst we presented the London venue look plans to the IOC, and in the final week leading up to the Games they came back with 2020 bid teams to be shown the venues in all their dressed glory. So there's definitely communication and the whole learning and knowledge transfer the Olympic movement is all about obviously. Glasgow took a lot, but more about logistics and installation rather than design, which had already been pinned down by the time London ended, although some former LOCO
  6. An inspiring design story In 2005, the London Games organisers had a vision: to deliver an Olympic and Paralympic Games that would inspire a generation. But to make this happen, they needed creators, designers, architects and engineers. Britain’s designers stepped up to the challenge – in some cases helping develop new standards and ways of working. Long after the summer of 2012, this will continue to raise the bar – not just for the many designers involved in the Games but for the entire British design industry. Read about the organisers’ guiding principles from innovation to legacy in the
  7. But that's never likely to happen, is it? Logos are trademarked and copyrighted, and exist in Olympic terms for a maximum of seven years. In fact, I'd say the fact they can be used anywhere in the world is a positive thing! The idea of spreading a message, of garnering the people across the world under one brand or logo that speaks to everyone is surely a marketers dream? Afterall, London didn't exactly 'inspire a generation' across the globe with a British-themed travel guide-type logo. Olympic logos have wordmarks giving time and place anyway. I've always believed Olympic Games will soon m
  8. Well obviously people aren't when the same basic arguments keep cropping up about it.
  9. London didn't need to or want to promote its Games with something out of a travel guide, and it still amazes me people think Olympic logos need to. Olympic Games and the reasoning behind them will become less and less about geography and more about social responsibility in the 21st century, and its brand has to recognise that. The London Games were successful not simply because of its brand, but its mantra, its 'gravitas', its inclusiveness to the world, was harnessed through that logo. I can't say I feel that same connection to Rio's or many other Olympic logos. As I've said PC's brand fee
  10. I'm intrigued what a 'beautiful' logo is (I don't mean this despairingly!) but what I think has been 'missing' in terms of what Athensfan considers is the marriage of a logo to a brand, in that how successful is a logo in creating a brand world around it? Whilst logos can look 'beautiful' or aesthetically pleasing, how does the rest of the collateral associated with the product look? I think cracking that relationship is the key to a successful branding operation. I'm still ambivalent on 2018. It's a lot better in terms of brand recognition than the bid brand, but as I said its simplicity cou
  11. The infill emblem was used quite a bit, with flag infills which required 204 permissions from NOCs (no easy task). The flexibility of the grid created a fantastic array of possibilities which ran through all the look, and the ability to change colour (from the core 4 colours unveiled at its launch) directly influenced the idea of venues taking on one of 11 colour combinations at Games time. In terms of it actually 'changing' its shape was a difficulty in legal terms, as copyright and trademark issues are not at the level of recognising polymorphic branding (a 'static' logo is all that can cop
  12. Yes I think he has a point. Olympic branding is an absolute minefield in terms of rules, and London only got away with what it did through sheer determination, and dare I say a little arrogance but it did push in the right direction, and you can see that in the rise of polymorphic branding that is now de rigeur in terms of marketing and brand application. In terms of 'best design', I think he means the juggle between being 'designed' well enough, or essentially having flexibility to adapt to a multitude of applications. You can have the most beautiful intricate logo that everyone falls in love
  13. Well they have to approve everything in terms of what an OCOG is proposing, so they do have ultimate say on what is a final design. But they aren't overarching gods who say yay or nay, more guiders along the journey who can advise. It's only in recent years the Olympic movement have become more aware of the power of branding a Games and creating a coherent look programme, which really kicked off at Salt Lake. Ideally, one of the biggest pieces of advice they give is to get your host city brand sorted early, before the problems of large numbers of stakeholders needing to sign everything off bec
  14. The brand language is sound, and there's plenty of scope for the look and feel in animation, 3D, architecture, etc. This doesn't really say anything about what 'kind' of a Games this is going to be, nor any kind of message of what these Games are achieving, apart from being (as usually is the case with Olympic host cities) all about the culture of the country. Honestly, one day the Olympics will need to move on from this, it's getting bland. My biggest concern is the colours, which I appreciate are traditional Korean, but I'm amazed the IOC allowed them to use the same as the Olympic brand.
  15. It was coincidence. The shape of the flowing metal followed the shape of the Thames on the stage flow underneath, the fireworks in the Park simply were down the centre of the river and canal.
  16. Yes I totally agree with this. London explored the youth option, and I think future cities that don't feel they need to promote their culture on a global stage would look towards more universal goals as a reason for bidding, winning and hosting a Games. In an ever globally connected world where people know more about foreign culture, and we are now entering a stage of cities potentially hosting a third Games, I do see a trend to move towards a more 'message' based Games rather than a cultural one. The environment would be an excellent topic to explore through a Games.
  17. There's only a handful of staff at LOCOG nowadays. I think the whole thing will be wound up by April at the end of the financial year.
  18. So essentially the ceremony would have been better if it had more war in it. Riiight. The NHS segment was chronologically set after the war, what with it being the NHS that was an invention of Post-War Britain. To have kids or nurses in gas masks just wouldn't have worked. The tribute was enough. The ceremony took us from where we came, what we went through and where we are going. It didn't need further mention of the Blitz anymore than it did the Great Fire of London or dancing Beefeaters.
  19. Obviously the minute's silence, close up on the poppy and the entire stadium standing in tribute to those lost in the world wars went completely over the heads of some people.
  20. What's the big deal here? So if it is true that people outside Britain didn't like the ceremony, so what? I hardly see Britain being laughed at by the rest of the world, in fact if anything it's stature has increased exponentially as it shackled off its stereotype of stiff upper lip tea drinking posh Victoriana and is now seen as quite a friendly progressive youthful and creative society.
  21. And nothing more off-putting than stupid comments. Sustainability ran through EVERY decision made by the ODA and LOCOG. It was built into its brand values and part of its legacy created was proving large scale projects can exceed the current UK sustainability levels, which it did, and in turn forced companies involved to take decisions about sustainability seriously. The Government is even looking at increasing the current laws precisely because the Games proved it can be done. The only thing that hampered even further exceeding was the technology wasn't quite there or the material hadn't rea
  22. They 'put' the rings together. That was the whole point of the Pandemonium section. Ripping up the meadows (which is what in real life happened) led to the unveiling of the Industrial Revolution set, which in turn led to the forging of the rings.
  23. 'Messy'?!? The part of the ceremony is called PANDEMONIUM. The Industrial Revolution changed everything, carved up the green, rolling hills of Britain and caused chaos in its power, ambition and legacy. Still amazed at how certain people believe an Olympics ceremony should be, like it's laid down in a law and anything that deviates is considered 'amateurish'.
  24. 'Environmental trendiness' Ridiculous and shameful comment.
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