For my practical investigation I have decided to rebrand the Tokyo 2020 Olympic games informed by my research into branding and identity of the modern games throughout my essay.
My essay focused primarily on the importance along with the appropriateness of the branding for each of the games held from 1896 through to the late 1900s. I will be focusing on producing a rebrand informed by the most successful examples olympic branding in recent history. These examples will help me to produce a campaign that builds on the existing one and that portrays the right message that would be well received by its large audience.
The target audience is something that heavily informs every project I have come across so far and so this is something I intend to start with. After speaking with a tutor, the general opinion was that as the olympics is aimed at the world as a whole, it provides a daunting task for the designer. To tackle this, I will be choosing a sub category to aim my campaign at.
Through research into the existing branding and identity of the 2020 games, I found out that the committee decided on using well known anime characters to brand the games. This is because Japan famously has a large anime pop culture that is enjoyed by all ages around the country and is something the nation has been recognised for for years. Their other justification is that they aim to attract the younger generations to inspire them to get involved. This research has informed my decision to focus my own campaign at the younger demographics of both Japan and from around the world.
I thought that I would do some research into the existing branding as I plan on building on it, as opposed to starting from scratch.
Winning Logo Design
- chequered pattern been popular around the world
- in Japan, chequered pattern became known as ""ichimatsu moyo" in the Edo period (1603-1867)
- the indigo blue colour expresses a refined elegance and sophistication that exemplifies Japan
- Designer - Asao Tokolo
- "three different triangular shapes represent diversity"
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