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

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine