Today Chicago reveals their new logo today for their bid of the 2016 Olympic games. The previous logo featured a torch. (Critique of that logo available at Previous torch Chicago Olympic logo). The International Olympic Committee allows the torch to be used only for official Olympic city logos, not bid cities. Will Chicago go back to the torch for the official logo if we win the bid to host the games?
Props to VSA Partners’ Chicago office for creating this new logo. They did a fantastic job. Here‚Äôs my design critique of the new Chicago Olympic bid logo:
This logo truly stirs the imagination of the Olympics coming to Chicago. The star from our flag is in the logo. The Chicago flag. You know what this means? Chicago will DEFINITELY be adding a fifth star to our flag if we get the Olympics. This logo creates a sense of reality that this WILL happen. Just the thought of potentially adding another star to our flag gets me pumped up.
Boy howdy, this logo is using gradients galore, usually that‚Äôs a no-no in logo design, because it‚Äôs hard to reproduce on things like pens. But using the gradients balances out the bold, striking colors by softening the edges. Plus the gradients give a sense of movement.
The previous logo really represented the architecture of Chicago. The newer version only subtely hints towards it, but it does it enough to be part of the meaning without clobering you over the head. The yellow and red do a nice job of portraying architecture during sunset or sunrise.
As the Chicago2016.org says, “The central star reflects the design of the four stars on the City‚Äôs flag and symbolizes our plan to put the athletes at the center of the Games‚Äîsince they‚Äôre the real stars.” Nicely put! Especially since previous American bids got shot down for being too American-focused and cocky.
The six points on the star are meant to represent Hope, Respect, Harmony, Friendship, Excellence and Celebration. Yeah yeah, whatever, that‚Äôs just extra nicey nice talk. Then again, why not? It adds a little more back story to the logo. Better to do have these extra meanings than to not have them mean anything at all.
I’m still yet to figure out exactly what font they used in this logo. In the newer version they went with a slightly less bold version. Perhaps this is to go along with the more humble approach the Chicago committee is taking.
Having a star be the focus of the logo opens up some great opportunities to use animations with shining stars and glittering effects. Check out this YouTube video.
This logo is clean and simple, yet powerful. It‚Äôs a classy logo for a world-class city. Chicago can stand behind this logo and hold it up proud.
What do you think of the logo? Please leave your thoughts in the comments.