I enjoy the logo very much. It's very dynamic and has rich symbolism. I'm usually in the camp of "no gradients in logos". However, the gradients really maximize the effectiveness of this logo. If you're gonna use a gradient in a logo, then there better be a good reason for it and this logo demonstrates how a gradient can give logos special punch. I also enjoy how the soft and rich gradients contrast with the clean, sharp star. They really complement each other well. The pairing of gradient and Chicago star really emphasizes each other's visual qualities.
However, I struggle with the different lengths of the red gradient versus the blue gradient. They have different effects on the Chicago star. In a way, the red gradient makes the star look like it's moving downward. That's bad. Or you can view the star as stationary and the gradient is shooting up from the star which is very good.
I understand the symbolism of making the red gradient longer than the blue gradient. The red implies chicago's tall skyscrapers and the blue represents Chicago's lakefront and river. This effect would be lost if they were the same length. I suppose if the gradients were made the same length, then the logo would lose some of its dynamicness.
Movement
When I was analyzing the logo, the downward movement also became apparent to me, but that's only cuz i was sitting here analyzing it. My first reaction was not, "Oh that star is falling." You are right, Moose, the logo is more dynamic by having the red/orange be longer. If the red/orange and green/blue were the same length, it would be incredibly static. And if you made the red/orange shorter, then it would look like the buildings are little squatty things.
Replication
Another nice thing about this logo is that it will be easy to make on your own. Yeah, yeah it's trademarked and all, but I sure would like to make my own Chicago Olympic logo tshirt. Just a nice white tshirt with the logo nice and bid right in the middle of the shirt.
Posted by: spudart on Sep 19, 07 | 5:32 pm
i'm totally psyched about each of the points on the star having a meaning. the points on the 4 stars of our existing flag all have meaning, so i think it's a really nice tie back to the symbolism already used in our city icons.
reading into it just a little bit further, it might mean that this star is good-to-go for adding to the flag and maybe they are already thinking about a 5-star chicago flag.
Posted by: donna on Sep 19, 07 | 8:03 pm
Excellent post! I am most-excited about using the Chicago star and the potential of adding a 5th to our city's flag after we host in 2016!
Posted by: Tom on Sep 20, 07 | 2:20 am
Love it! Great work VSA simple yet elegant, as much as I love the chicago flag for the same reasons I wouldn't mind seeing a 5th star..
Posted by: Luke on Oct 03, 07 | 10:12 am
I really love this new logo and am glad they changed it (the bottom of the torch is a little iffy). I also liked that you said, "It’s a classy logo for a world-class city." In fact, that is just what I was thinking. I did a National History Day project on Chicago as a world-class city, and I feel this proves the point perfectly. I love the effects of the colors and was glad they were kept the same throughout the old/new logos. It creates a bold yet soft feeling that I love about gradient edges. It is great that they don't overdo the gradient by still keeping the logo in a relatively rectangle-resembling shape... it is not all over the place. The amount of orange on the top middle point bugs me a little. The greens/blues on the bottom are perfectly balanced, yet there seems to be more orange on the top that the sides... that could just be due to the fact of the purposeful overbalance in reds and oranges. But that is just a little pet peeve I noticed after staring and judging it, not a big deal. Great job to the creators!!!
Posted by: Keli on Feb 18, 08 | 9:57 pm
Its too chicago-ish. The International spirit is not visible clearly (if at all) through the logo. Asthetically its a great piece and lovely desine. All the symbolism is great too.
Peace
Posted by: Oli on Jun 07, 08 | 6:21 pm
I'm with Oli on this. A few people I know who do not live in Chicago have asked me "what's with the star of David?" The previous logo is one of a kind and is probably the most evocative and memorable Olympic logo I have seen. It would be a real shame if it got buried in the sands of time.
Posted by: Me on Sep 08, 08 | 9:14 pm
i am going to be in that olympics for track and field! yepp i am...and im going to win!
Posted by: Ashley on Jan 30, 10 | 5:04 pm
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