The Sochi 2014 Logo. For Your Eyes Only.
Originally posted on: breathebranding
Earlier this week, the Sochi 2014 Winter Olympic Games identity was revealed to the world…
sporadically, if I’m not mistaken.Anyway, picking up the story, post-UAE National Day, on LogoDesignLove (thanks David Airey), whilst I do find myself agreeing with many of the sentiments expressed by Fred Burt, MD of Siegel+Gale in London, reaffirmed by David - on Sochi 2014’s look-and-feel and its less-than comfortable symmetry - it is Fred’s summation that I agree with more:
“…it’s the experience not the logo that will make this brand.”
Until the success (
or failure) of London 2012 can be measured, we’ll have to accept that continued and incredibly subjective comparisons between ‘all others’ and the London 2012 identity will be drawn — the result of a poorly executed launch campaign by London 2012, I may add. However, I do remain hopeful that the dynamic nature of the 2012 logo, will prove critics wrong, and the Games will be able to deliver.Until then, back to Sochi 2014. Personally, I think this identity has little or no ambition — the palette is obvious and cold, visual references are weak and it is incredibly dated. Had he not been on the slopes of St. Moritz in 1981, the Sochi 2014 logo identity would be quite-at-home on the front of Roger Moore’s skiing jacket in For Your Eyes Only.
Where’s the forward-looking destination brand identity?
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