Creatives lament uninspiring Commonwealth Games logo

Creatives lament uninspiring Commonwealth Games logo
SHARE
THIS



The new Gold Coast Commonwealth Games logo has been touted as a confused and uninspiring visual representation of the upcoming international sporting event by the Australian branding community.

The emblem, designed by WiteKite and unveiled today at Broadwater Parklands, features a spoked wheel of colour showcasing the silhouettes of different athletes.

Commonwealth Games Minister Jann Stuckey said the Games emblem captured the essence of the Gold Coast and what the Commonwealth Games was all about.

“The emblem has been inspired by the Gold Coast’s stunning beach side location, its iconic skyline, and the colours are representative of the coast, the hinterland and the celebratory atmosphere which is synonymous with the region,” Stuckey said.

But the broader creative community is unimpressed. Creative director at M&C Saatchi’s branding agency Re, Jason Little, believes the brand is a forgettable pastiche of existing sporting logos.

“Although a visually appealing piece of design, this follows the tried and tested formula for a sports event and Olympic identities. It uses rainbow colours, paintbrush type, athletes doing their thing. If you look at the Olympic logo from 2000 from Sydney it’s in the same ilk but a bit modernised.

“This is exactly spot on with what I would expect for such events, in that it neither intrigues nor offends anyone.

“It’s a shame. I don’t think it’s a brave approach, I don’t think it does anything different and I certainly don’t think it will be memorable.”

Landor ECD Mike Staniford told B&T he thought the execution was messy and unresolved.

“My first impression was that there seems to be a confusion of ideas going on in this. It seems to be some kind of sun but then there is a building and then the athletes overlaid on it. For me the level of design and execution is quite poor and really quite throwaway," said Staniford.

Staniford believes the organsiations involved in the logo’s creation could have much more effectively capitalised on their opportunity to promote the Gold Coast on the global stage.

“The Gold Coast has done a lot recently to get its own identity in shape. It’s a major, major opportunity for the Gold Coast – a huge event – and I think it could have been marked by something more distinctive and more profound.

“I think it could have been designed with stronger aesthetics, a stronger idea and a stronger execution.”

What do you think of the new Commonwealth Games logo? Leave your comments in the discussion box at the end of this article.

GOLDOC Chairman Nigel Chamier OAM said the emblem was a result of months of research and development.

“Market research was undertaken to unpack the deeper emotional factors which define the Gold Coast as a place, and those that define the Commonwealth Games specifically,” Chamier said.

“Local focus group workshops were held and we then defined the Games core proposition before engaging brand and design company WiteKite to develop the artwork.

“GOLDOC believes the emblem is an outstanding reflection of community sentiment and broader perception of the Gold Coast and its role as host city for the Commonwealth Games.”

The emblem has also received praise from the President of the Commonwealth Games Federation, HRH Tunku Imran of Malaysia.

“I’m delighted with the emblem. I feel it captures perfectly the warmth, the energy, the fun and the vibrancy of the Gold Coast and Queensland and represents everything the Commonwealth is looking forward to in 2018,” Prince Imran said.

The Gold Coast Commonwealth Games commence on 4 April, 2018.

Please login with linkedin to comment

Latest News

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine