Mayor Daley and Chicago unveiled their logo for the bid to have Chicago host the 2016 Summer Olympic games. VSA Partners’ Chicago office designed the logo. Here’s my critique of the logo:
It’s said that the skyline seen in the olympic flame represents how Chicago rose out of the ashes of a fire. That’s really cool. They did a very fine job of making it look like a flame first, and our skyline second. When I first saw this logo, I totally thought it was a flame, and THEN I saw our skyline. Great effect. However, does it disturb anyone that when you really look at this flame and the building that it’s kinda ghost-like? Or that our city is make of flames? Ah well, you can’t be that literal with it, because it’s got a fantastic metaphor about our city’s history.
The blue and green in the handle are supposed represent the lake and green parks. That is one thing that people around the world should remember about chicago–our fantastic unencumbered lakeshore. It was a great part of Daniel Burnham’s Plan of Chicago in 1909. in Personally, I think the green really represents how sustainable chicago is).
The entire logo is composed of pencil-like sketch marks, which show action and energy. It also shows the real grit of Chicago. We’re not some slick city. We play it real. However, the sketchy style is reminiscent of many logos from the 1980s, but hey, this is the logo for an event 10 years from now, maybe that sort of style will come back around and be back in by then.
Actually, I wouldn’t mind this style coming back in, because it would really help erik’s and my pencil rubbing cause.
I’m not sure what the font is. My first guesses were Avenir, Frutiger, and Vectora; however, they aren’t quite it. If anyone knows the name of the font used, please leave the font name in the comments below. At any rate, it’s a nice clean font. I’m thankful that the font Optima (found in parts of the CTA underground stations) was not used here.
It appears that this logo is a raster file, but lately i’ve been amazed by some of the effects vector art has been able to achieve. Maybe this was created with individual vector lines, which would have helped them fine tune the exact look of the logo.
Chicago is the city that works. We have a Mayor that totally gets things done. This IS our time. It’s time to live that same Chicago pride that SHOCKED THE WORLD with the 1893 World’s Fair. Daniel Burnham the legendary city planner said a century ago, “Make no small plans. They have no magic to stir men’s blood.” That IS Chicago. We have the vision. We have the blood. We have the sweat. We should have the Olympics.
This is a fine logo that should make the city of Chicago proud. Many years from now we will look back on this logo with happy nostalgia. This fire will continue onward to the future to ignite the Olympic games in the Windy City.