2 Responses to Creative leadership and the shock of the new

  1. alexhough says:

    In defense of the logo(s)

    The colours:

    They look at bit strange, but my guess is that come 2012 they will look cool and fresh. This is because colours are subject to fashion and as such are ‘predicted’ years ahead. This way the textile designers, the product designers etc can co-ordinate together, and in cahoots with media, continually make sure that the colour of our clothes, cars etc is indicative of the time when then were produced.

    New Colours and unification.

    Any visitor to Liverpool, may notice that the wheelie bins are purple. The first thought might be, “why make the bins such a bright colour when they are symbols of rubbish. Surely best to camouflages them.” This is a fair point. However, the effect of having the purple object in so many instances in a context where there are no other occurrences of that particular colour is a magical one. It makes the street scene look unified, and if the place is a hotch potch of architectural styles in various states of disrepair / rejuvenation, somehow the new colour takes the tension out of the architecture / streetscape.

    In 2012, the logo will be everywhere, it will unite London. It will add a layer of ephemeral modernness and put other information in the background. After the event, new stuff will blend in better visually.

    The shape of the logo

    The shape, which jars the eye in a browser or TV screen, will be distinct from other visual information competing for the consumers eye come 2012. The shape talks the language of angular futuristic ‘regeneration architecture’ typified by Frank Gerhey’s Guigenhiem in Bilbao, and we all have to remember, the legacies of the games is to be urban regeneration.

    There are new buildings been built, the new logo is to be fixed on them. The shapes can be cut out of of materials such as glass and steel and mounted. The logo can be seen as a set of sculptural shapes rather than an image on a white background.

    These new buildings will attempt to compete with ‘the Gherkin’ and buildings of its ilk to define the time, and the logo will continue to be a presence on them for their entire history. The design theory underpinning the logo may become as a welcome antidote to the curved corners of ‘Web 2.0 design.’ come 2012.

    I think that over time, the shape and colour will be more identified with the event and the representation of ’2012′ will retreat into the background. We will read it as symbol like people in cultures who don’t use the Western Alphabet represent their words. To these people, the logo might look very good and be highly distinctive. The logo would then be fit for purpose as a sign, telling strangers, or ‘guests’ to the city where to go.

  2. Tudor says:

    Alex, this is by far the best critique of the logo that I’ve come across. Many thanks.
    I’m going to try it out with a few of my contacts around sporting leadership. many thanks.

    The BBC is still chuntering on, but more ‘churning than changing’

    Best wishes

    Tudor

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