The Tokyo Olympic 2020 logo has finally been decided after a protracted process that involved firstly a rejected design due to claims of plagiarism and then an open public competition that received 14,999 entries.
A selection committee whittled down the entries to a final 4 before choosing a winner, a modernist design that echoes early Olympic branding leaders Munich 1972 by Otto Aicher.
Of the shortlist, it was my favourite, if a little to much of a redo, I’d perhaps have take D as acceptable, but B & C were no goers for my taste. The winner feels different from other recent events, for which the London 2012 branding set a new standard despite it’s decisive shock logo, and it’s much more stylish than the Rio games effort, which has been excellently put together but still has to deal with “generic blobby character” syndrome.
With the merchandise for an olympics being an increasingly important piece in the jigsaw, I’m sure everyone involved will be overjoyed to finally start pumping out materials ready for the event in 4 years time!
I really rather liked the minimalist original design that, without a doubt used shapes in similar ways to the Théatre De Liége and it seems a shame the two couldn’t co-exist. The paired down design with the hint at a sun was pleasing if a little simple for many peoples tastes.
There’s something sacred for designers about any Olympic branding effort and we like to have our opinions, often of course that nothing is good enough. It’s also one of those poisoned chalice jobs that any designer worth his or her salt would love but that’s devilishly tricky to actually tackle! It’s up to various agencies and design teams to take the Tokyo logo on and apply it across the vast number of applications the games supplies.