Games’ brand identity is more than simple decoration
This year’s Winter Olympics ended after weeks fraught with tragedy, drama and the thrill of victory. But as a designer, I have a different point of interest. Whenever I watched coverage of this year’s games, I found myself saying out loud, “I really love the graphics this year!”
It’s true. I think the color palette, illustrations, textures, logos, signage, banners and sport icons all look so great together. It’s such a fresh and colorful look and feel.
But what I found most compelling is the behind the scenes story, the amount of research and time spent understanding just what is Canada. The design team knew that this was not your typical decorating exercise. They wanted to capture the unique personality of the games and the Canadian culture. They went on field trips around the country taking lots of photos and talking to other Canadians about their home turf. They scoured through hundreds of magazines. In the end, the final graphics had a strong message of “nature and urban fused together”.
The design director behind the message and the look, called “Transmoflection,” is Leo Obstbaum. Take a look at this video clip of the design process and the designers behind the Vancouver winter games. It shows more than talent, but a passion for the project and the message.
