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Tokyo 2020 Olympics Logo Design

After the original Tokyo Olympics logo by Japanese designer Kenjiro Sano was abandoned following accusations of plagiarism, we decided to have a play with the brand in our design studio. We designed a hand-drawn Tokyo logotype into which we’ve woven the year 2020. So many recent Olympic emblems, including Brazil and China’s efforts, have been poorly executed brand icons have little design value or meaning beyond a written rationale. Our design attempts to be less diluted; a balance between one of the strongest icons of all time, the Olympic Rings, and a futuristic logotype that is built with linear forms which are a simple communication of speed, agility and balance.

Put simply, our idea is to graphically play with the double zeros and the o’s in the logo, our inspiration Mexico 68, which we consider to be one of the greatest Olympic brand identities, plus for our logotype styling we drew inspiration from A. M. Cassandra. Unfortunately it seems that with the release of the latest shortlisted designs for the Tokyo Olympics logo the Olympic committee have fallen short of choosing something innovative, another ‘Olympic-sized’ missed opportunity.