As we continue to lament over COVID-19 and the wrecking-ball effect it’s had on the planet, spare a thought for the designer of a logo that will never receive even a minute in the sun – not just because of the coronavirus, but because his version is not actually the official one…

Designer Daren Newman’s ‘unofficial’ Summer Olympics 2020 logo sparked much debate when it was unveiled on social media. Many loved it for the way they believed it captured both the spirit of the games, as well as the host city.

Admirers thought it clever; the way he’d created a simple design that incorporated the iconic interlocking rings, that then extended into the numerals 2-0-2-0, with the ‘O’ at the end symbolising the rising sun emblem on the Japanese flag.

Interestingly, the original first-choice logo design was actually scrapped by organizers after rumours of plagiarism surfaced, leading to what has now become the official logo, also known as the ‘Harmonized Chequered Emblem’ which is said to represent the elegance and sophistication of Japan. The chequered pattern itself is also symbolic of the different countries and ways of thinking, coinciding with the Olympics being a global platform that promotes diversity.

Originally scheduled to take place between 24 July and 9 August 2020, the games were postponed as a result of the COVID-19 pandemic. Despite being moved to 2021, the games will still apparently keep the name Tokyo 2020 for marketing and branding purposes, so all is not totally lost in terms of this logo design story. It just goes to show, however, the power that something as seemingly simple as a logo can truly possess.

Read more about how to create a logo that is functional, memorable, versatile and that offers a positive foundation for your brand to build on in Mistakes Logos Make.

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