7 Responses to “At the center of controversy: Past, Present, and Future of the 2012 London Olympics.”

  1. David Boni says:

    I find the identity to still be fresh and bold despite having seen it only online for close to four years. Initially perceived it as a futuristic mosiac where the shapes reminded me of cut stone. It’s very kinetic, and I’m excited to see the whole thing roll out during the games.

    Your paper was very well-written and highlighted something I didn’t consider before: neutrality. I like the term “postnationalism.” Seems the concept will always be met with hostility so long as we have insane people injuring others and destroying things over the result of a soccer or hockey game (or any sort of competition; not going to single-out those two sports).

    Thank you for sharing, D. Really makes me miss writing in an academia-type setting.

    • D Kim says:

      Glad you liked this, David!

      I’m still waiting with high expectations the moment when the entire identity comes to life next year. I can’t believe 4 years have passed since the last Summer Games.

      There are some aspects of this identity that irk me in a minute sense, but the feeling of refreshment is undeniable. We have seen Olympic events take place with the same atmosphere for so long that it is revitalizing whenever I think of these games and their visual culture.

      At the moment, I still think that retaining some sort of cultural references in the games is important. It’s a catch 22 for me at the moment since I don’t believe that all games should strictly enforce a neutral identity. After all, the Summer Games are a great way to disseminate local culture to the world… but at the same time, the Summer Games are all about bringing the world together in harmony and in friendly competition.

      • David Boni says:

        True, culture is a big deal, though even with video games, like StarCraft, where it’s individuals competing, nationality inevitably gets pulled into the fray by commentators and fans alike (South Koreans vs. Foreigners, etc.). I suppose I just enjoy the idea of individuals competing rather than nations or cultures clashing. We are all one and all of that.

        But! I watch the Olympics heartily. I actually like the Winter games more for some reason…?

  2. hi, exalted blog on lardy loss. parallel helped.

  3. Great post. One of my favorite logos of the last 5 years. Hands down. It seems like the world has slipped into this logo like a shoe; it’s form taking on post-internet ideas with such foresight and boldness, it is essentially about art without being art. I think for many people this logo was (and still is) a shock, but a very necessary one. And that’s exactly what will also make it last as a marker in time for this event and everything that is happening in the world at this moment.

    • D Kim says:

      Thanks Travis. I agree with you. I have to admit that when I first saw the logo, I was confused about my stance since I let myself become persuaded by the general opinion. But what makes my train of thought different from most people is that as designers we tend to see things differently and are willing to accept change for the sake of innovation. We get bored looking at the same things over and over again and I think this identity was successful at what it was striving to communicate; change.

      It’s always interesting to see how people react to change. In the case of the Olympic games, there has been such a traditional design approach for them. A spark of innovation, whether it’s taken in a positive or negative way, is a refreshing reminder that change always sparks discussion. This debate, in turn, can create a new way of seeing things differently and stray away from the typicalness that we see everyday. Of course, execution always matters, but when done right, it can create new and interesting ways to promote novel ways of thinking that make us step beyond our comfort zone.

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