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Semiotics of 2020 Tokyo Olympic Logo Visual Identity

A presentation that sets out considerations for the design of the 2020 Tokyo Olympics visual identity. This is based upon a semiotic analysis of previous Olympics Games logos (the author has written extensively on this topic) and the unique design and calligraphic in Japan.

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Semiotics of 2020 Tokyo Olympic Logo Visual Identity

  1. 1. UK TRADE & INVESTMENT Pecha Kucha Presentation Monday 28 th October 2013 Client/Project CREATIVE SEMIOTICS LTD.
  2. 2. 1. Tokyo 2020 Visual Identity Client/Project CREATIVE SEMIOTICS LTD.
  3. 3. 2. Japan, Logos, Bravery Client/Project CREATIVE SEMIOTICS LTD.
  4. 4. 3. Semiotics studies meaning Client/Project CREATIVE SEMIOTICS LTD.
  5. 5. 4. Logos are clusters of signs Client/Project CREATIVE SEMIOTICS LTD.
  6. 6. 5. Condensations of meaning Client/Project CREATIVE SEMIOTICS LTD.
  7. 7. 6. London Ambassador 2012 Client/Project CREATIVE SEMIOTICS LTD.
  8. 8. 7. Olympic Ceremonies Symbolism Olympic hosts seek to impress and overawe their audience Los Angeles 1984 Client/Project Seoul 1988 Moscow 1980 Beijing 2008 CREATIVE SEMIOTICS LTD.
  9. 9. 8. Olympic Ceremonies Symbolism Olympic hosts seek to charm and endear themselves to audiences Moscow 1980 Client/Project Sydney 2000 London 2012 Seoul 1988 CREATIVE SEMIOTICS LTD.
  10. 10. 9. Olympic Games Logo Designs All Olympic Logos need to balance heritage with dynamism HERITAGE Client/Project DYNAMISM CREATIVE SEMIOTICS LTD.
  11. 11. 10. Olympic Games Logo Designs Some logos rely on global form language to represent the future Client/Project CREATIVE SEMIOTICS LTD.
  12. 12. 11. Rio 2016 Olympic Games logo • • Subtly incorporates Rio • Communion and dynamism • Client/Project Colours of Brazilian flag Balances local and global CREATIVE SEMIOTICS LTD.
  13. 13. 12. London 2012 Olympic Games logo • • At first an empty cipher / badge • Awkwardness, legibility an issue • Client/Project Avant-garde and so was polarising Initially it was criticised/maligned CREATIVE SEMIOTICS LTD.
  14. 14. 13. London 2012 Olympic Games logo • • In tune with the eccentric Ceremony • Informal, unstuffy and idiosyncratic • Client/Project Signs accumulate meaning with time Now represents a successful Games CREATIVE SEMIOTICS LTD.
  15. 15. 14. Considerations for Tokyo 2020 How to balance soft power with a worldly welcome? Client/Project CREATIVE SEMIOTICS LTD.
  16. 16. 15. Considerations for Tokyo 2020 How to balance primacy of Tokyo within Japan? Client/Project CREATIVE SEMIOTICS LTD.
  17. 17. 16. Considerations for Tokyo 2020 How to balance the historic and cute with the cool? Source: Copyright (2013) Client/Project CREATIVE SEMIOTICS LTD.
  18. 18. 17. Considerations for Tokyo 2020 Client/Project CREATIVE SEMIOTICS LTD.
  19. 19. 18. Considerations for Tokyo 2020 Client/Project CREATIVE SEMIOTICS LTD.
  20. 20. 19. Considerations for Tokyo 2020 Client/Project CREATIVE SEMIOTICS LTD.
  21. 21. 20. Considerations for Tokyo 2020 Client/Project CREATIVE SEMIOTICS LTD.
  22. 22. CHRIS ARNING Mobile: 07951 160 921 Skype: chrisarning E-Mail: chris@creativesemiotics.co.uk Website: www.creativesemiotics.co.uk Client/Project CREATIVE SEMIOTICS LTD.

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