Semiotics of 2020 Tokyo Olympic Logo Visual Identity
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Transcript of Semiotics of 2020 Tokyo Olympic Logo Visual Identity
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Client/Project CREATIVE SEMIOTICS LTD.
UK TRADE & INVESTMENT
Pecha Kucha PresentationMonday 28th October 2013
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Client/Project CREATIVE SEMIOTICS LTD.
1. Tokyo 2020 Visual Identity
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Client/Project CREATIVE SEMIOTICS LTD.
2. Japan, Logos, Bravery
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Client/Project CREATIVE SEMIOTICS LTD.
3. Semiotics studies meaning
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Client/Project CREATIVE SEMIOTICS LTD.
4. Logos are clusters of signs
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Client/Project CREATIVE SEMIOTICS LTD.
5. Condensations of meaning
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Client/Project CREATIVE SEMIOTICS LTD.
6. London Ambassador 2012
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Client/Project CREATIVE SEMIOTICS LTD.
7. Olympic Ceremonies Symbolism
Los Angeles 1984
Seoul 1988
Beijing 2008
Moscow 1980
Olympic hosts seek to impress and overawe their audience
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Client/Project CREATIVE SEMIOTICS LTD.
8. Olympic Ceremonies Symbolism
Olympic hosts seek to charm and endear themselves to audiences
Moscow 1980 Sydney 2000 London 2012 Seoul 1988
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Client/Project CREATIVE SEMIOTICS LTD.
9. Olympic Games Logo Designs
HERITAGE DYNAMISM
All Olympic Logos need to balance heritage with dynamism
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Client/Project CREATIVE SEMIOTICS LTD.
10. Olympic Games Logo Designs
Some logos rely on global form language to represent the future
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Client/Project CREATIVE SEMIOTICS LTD.
11. Rio 2016 Olympic Games logo
• Colours of Brazilian flag
• Subtly incorporates Rio
• Communion and dynamism
• Balances local and global
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Client/Project CREATIVE SEMIOTICS LTD.
12. London 2012 Olympic Games logo
• Avant-garde and so was polarising
• At first an empty cipher / badge
• Awkwardness, legibility an issue
• Initially it was criticised/maligned
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Client/Project CREATIVE SEMIOTICS LTD.
• Signs accumulate meaning with time
• In tune with the eccentric Ceremony
• Informal, unstuffy and idiosyncratic
• Now represents a successful Games
13. London 2012 Olympic Games logo
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Client/Project CREATIVE SEMIOTICS LTD.
14. Considerations for Tokyo 2020
How to balance soft power with a worldly welcome?
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Client/Project CREATIVE SEMIOTICS LTD.
15. Considerations for Tokyo 2020
How to balance primacy of Tokyo within Japan?
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Client/Project CREATIVE SEMIOTICS LTD.
16. Considerations for Tokyo 2020How to balance the historic and cute with the cool?
Source: Copyright (2013)
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Client/Project CREATIVE SEMIOTICS LTD.
17. Considerations for Tokyo 2020
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Client/Project CREATIVE SEMIOTICS LTD.
18. Considerations for Tokyo 2020
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Client/Project CREATIVE SEMIOTICS LTD.
19. Considerations for Tokyo 2020
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Client/Project CREATIVE SEMIOTICS LTD.
20. Considerations for Tokyo 2020
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Client/Project CREATIVE SEMIOTICS LTD.
CHRIS ARNING
Mobile: 07951 160 921Skype: chrisarningE-Mail: [email protected]: www.creativesemiotics.co.uk