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The Look of the games


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You are right we lost our identity for years but, there was a time when you couldnt wave the union flag. That changed with the last Jubillee, and has been getting better since. I think Sporting achievements is a strong factor in that, so another Jubillee followed by a games in London should take it to another level.

The branding is personal taste, hopefully your dislike of it wont effect your games experience

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I don't think we lost our identity at all really, but the flag was "stolen" by far-right elements for a while, and as such you didn't see it much. That's changed in the last decade and it has been reclaimed. If anything, the English flag now suffers from a similar problem. We certainly don't have a reverence towards our flags that Americans seem to have though. They're not as central to our identity as the stars and stripes is I don't think.

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For years I thought as a nation we didnt have an identity. Last year at the Royal Wedding I was proved wrong, soooo completely wrong. Anyone that was part of that couldn't help be swept up in what we are all about.

Hopefully your view will change this year, its certainly not true of us as a nation today. We certainly have our problems, but we do have a national identity, its tradition and rotyalty and weather and tea all the stereotypes, but its also vibrant and young and quirky just like DarJoLe said.

I disagree. The Royal wedding was crude in my view. All that money spent for such a heinous institution which testifies to the huge inequality in society.But I'm no monarchy lover so............

I don't think the UK can ever have an 'absolute' national identity as four nations in one union inevitably makes it difficult to synthesise an absolute culture. What the UK is in my view with regards to culture, is a series of cultures that, with regards the indigenous population, are closely related or vaguely related and with the passing of time the inevitable homogenising that the union creates has made us 'similar'.

Sometimes British national identity is conflated with all the emblems that the world knows us by -- union jack, pop culture, red buses etc. But that's just window dressing in my view.

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I expect London to deliver truly outstanding Games. I was rooting for them all the way through the 2012 campaign. I just think they really missed the boat on the design elements (though I do like the pictographs).

I actually thought the wedding was fairly restrained, but still elegant. I thought the content of the ceremony was superb and really showed a vision for how the monarchy could function in a meaningful way in the future. The theology was good too. I was surprised and impressed.

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I expect London to deliver truly outstanding Games. I was rooting for them all the way through the 2012 campaign. I just think they really missed the boat on the design elements (though I do like the pictographs).

I agree with that sentiment.

I always try and place my mind back to pre-2005 and imagine what a brand might consist of if London were to win the Olympic games. I can't say the current brand is what I thought of or what I personally would choose.

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Has there been any information from the design team about the look?

You could see a very abstract reference to the British flags geometry in the look. The lines, triangles, and explosive nature. I do hope to see more color combinations and brighter!

I saw and loved the gymnastics floor routine area at the trials, orange and hot pink!!! Looked really cool.

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The pdf with the bridge lighting scemes looks very exciting, especially if the reflections in the water look anything like those imaginings - the Thames will be lit up through central London. Really looks great.

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Looks good, I always had a feeling that while the official look branding was maybe not as eyecatching as Athens, the urban Olympic feel would be fantastic.

London is such a fantastic city to stroll down the Thames in the evening, did it a number of times when I was there, it will look even more amazing with these installations.

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I like the whole shards, lines ideas that derived from the logo. I wished they pushed this more and make it more high-impact visually eg. mixing the colours in one banners instead of different tones of one colour.

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