I posted last week about sports and design specifically focused on web design for the FIFA World Cup. For my capstone project I want to focus on the Olympics and how it brings culture together through design. I did some research and found that it is quite a challenge to design for the Olympics (which is obvious) while also keeping in mind that you are designing for many cultures as well as an international audience. For the 2008 Beijing Olympic Games designers created pictograms to represent each of the Olympic sports. The image above to the left is Jingwen which is a script found on 2,000 year old bronze carvings. The designers took the look of the script to create the Olympic sport pictograms which are on the right. This is something that I thought was very creative and really cool.
The designers for the Beijing Olympics had to consider how to create a design and look that represented China, but also how to design images that would be attractive to an international audience. The pictogram patterns designed represented 35 Olympic sports and 20 Paralympic sports. I can see why this would be a challenge but I think for the 2008 Beijing Games they did a pretty good job with incorporating the culture from the host country with all of the other cultures participating.
The Olympics is the ultimate branding opportunity. They have to deal with logos, individual event graphics, medals, uniforms, signage and countless other graphics centered around the international sporting event. Here is a site I came across not sure if it will help or spark any new ideas. http://www.mbwebdesign.co.uk/a-history-of-olympic-logos-1896-2008-and-beyond/
ReplyDeleteIn Zack's class last quarter we used a book that looked at the idea of advertising across culture, and there was an interesting chapter that talked about designers trying to get a message across to a group of illiterate people of a different setting than the designers. They did several tests to see what these people could understand and how various visuals were interpreted, and the results were really surprising.
ReplyDeleteIf I can find this book I'll bring it in for you, otherwise anybody else that had Zack's class probably still has the book too!
Keith is definitely right in that the Olympics is the ultimate branding opportunity. I can't even understand the challenge that they would have to undergo to create a design that would appeal to everyone and not offend anyone, while incorporating the host country's culture. Recreating ancient script to represent the various aspects of what the Olympics has to offer is a genius idea. The pictograms look like they are supposed to be a part of the original script. They did a good job of staying true to the original style, but I would expect nothing less from the Olympic design team.
ReplyDeleteWhen I saw your presentation Tuesday I was impressed with the variety of Olympic logos, but also with how they break something as complicated as a human shape engaged in activities down to a basic few lines. Lifetime Fitness has some cool iconography that does the same thing with figures doing different exercises.
ReplyDeleteCross-cultural design is one of my pet interests. The way the Olympics attempts to sum up a country in a logo is really fascinating - it usually comes out so simple, but think of all the visual culture they had to factor in to come up with each one!
ReplyDeleteI really like the way you are approaching the project in reference to design of the Olympics. I've never given it much thought, but it is a really fascinating element of design.
ReplyDeleteI like how you incorporated these into your Gary Comer presentation!
ReplyDeleteI definitely agree with the statement that the Olympics is the perfect opportunity for promoting a brand. Its crazy, it should be more about the sport in my opinion!
ReplyDeleteI'd be interested to know what the design budget for the Olympics is...
ReplyDeleteRelatedly, I'd actually be interested in seeing something focusing on the designs for the Olympic mascots and what function they serve in the entire context of the games. Do people actually remember or care about the Olympic mascots?
ReplyDeleteA lot of good responses for this post.
ReplyDeleteIt does seem like it would be difficult to design the logo for the olympics due to the fact that so many different cultures are involved and the fact that not all culture read certain symbols the same as others.
i love the sports picture. it look so primal. cool style.
ReplyDeleteI agree with what Aaron said. The Olympics are hard, but I can't wait to see your finished product.
ReplyDeletewhat a relevant way to go about designing- pictograms are a great reference for the olympics! both reminisce the historical significance of the games
ReplyDeleteIve seen designs for the Olympics my entire live but I honestly haven't thought much about them I seem to be more excited in watching them. So i don't know if the art isn't doing its job or if its doing its job so well I don't even notice it working.
ReplyDeleteLove to see the the historical background behind the design.
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