The new logo/identity consists of abstracted, colourful shapes, coming together to resemble a person playing with a ball in the form of TO (the nickname for the city). Inspired by the graphic history of the region, particularly Pre-Columbian aboriginal markings, the forms and colours seem to relate more to the graphic styles of Spain than to the America’s.
Comments
Todd FalkowskyOctober 17, 2010
These are getting panned in the design community already. A tough crowd for sure, but I am not convinced that the beatings are warranted. The forms are quite fun, which is the spirit of the event, and I am happy that the designers did a little research (although the whole “inspired by aboriginal art of the regions” is pretty thin). Why would we not use Canadian graphics as a source of inspiration instead?
cameron jonesOctober 17, 2010
The typography bothers me though, I am just not a fan of the contemporary rounded fonts, it feels like it is trying too hard to be contemporary.
rekOctober 18, 2010
The design community pans everything. Sometimes it’s warranted (GAP), other times it isn’t (Pepsi).
Lee DaleOctober 18, 2010
Come on, rek. The Gap logo was amateur hour, for sure, but the Pepsi logo was a professional fleecing.
Have you read the accompanying rationale? <http://bunnitude.com/misc/files/pepsi_gravitational_field.pdf>
Complete and utter hogwash.
When the golden ratio is brought into it, you know you’re in for a treat. “The Pepsi Ratio is aesthetic geometry.”
The bottom line is, turning an iconic wave into a misprinted rubber ball is a disaster.
But this is getting way off topic. More thoughts on the Pan Am logo, which is far more pleasant to look at than the Pepsi Ratio:
<http://www.underconsideration.com/brandnew/archives/2015_pan_am_games_are_kickin.php>
Personally, I wish the type treatment was as compelling as the abstracted TO, but it falls flat. And the sports treatments shown above are disappointing; lacking the charm of the symbols used in the logo.