Whether or not you’re a sports fan, there is little chance of completely ignoring the two-week event that is the Winter Olympics. But the Olympics is not just about sport.
The brand that is the Olympics (and the Olympic Rings icon) is recognised the world over and has a long tradition of creativity and excellence. And being associated with the heritage, impact and loyalty that is the Olympic brand presents a huge opportunity for the host city. Each Games with its newly designed identity, imagery and icons presents a unique story and personality to the world – a story that will be told by many ambassadors, in many languages, including the universal language of design.
The graphic identity for Vancouver 2010 is stated as conveying, “…balance and connections between natural and urban environments, reflecting how Canadians live in and contribute to both surroundings…emotive, dynamic athlete imagery captures the heroism and beauty of sport…The Vancouver 2010 imagery is progressive and youthful, conveying Canada’s personality and adventurous spirit…”(Source: www.vancouver2010.com.)
And this got me thinking about brand patriotism and the opportunities to design brand patriotism. As much as we are now living in a global bazaar with a universal brand language, cultural difference and uniqueness is hugely significant. It is important that we represent the heart of our brand, the heart of our country and its quintessential ‘National-ness’ through brand identity. And, if we look close to home, what makes us proud to be British? How do we now brand our British-ness in a mutli-cultural context?
Any of you applied for a new passport recently? The brand design of the passport (and its never-ending forms and paperwork) is a case in point. What does the UK Coat of Arms really mean today to most British citizens? If it was removed from a passport and shown to people could they describe what it is – and more importantly what it means to them about being British? I am not trying to be critical and controversial for the sake of it. But, surely, an identity for Britain today should be both dynamic and authoritative and give a positive and comprehensive message to ALL of its inhabitants. If we look at what are hailed as the Great British design icons – the Mini or the Routemaster Bus for example – they evoke all the positive connotations we want to associate with our country such as history, longevity, recognition, pride, individuality, service…they have meaning and relevance and are loved and cherished for it year on year on year…
It shouldn’t take an Olympic hosting to make us think about the brand identity for our country and branding its character. But, in the run-up to 2012 – one of the best brand showcases with all the eyes of the world upon it – many brands (sponsors or otherwise) will inevitably be looking for ways to align themselves to the Olympics and ‘British-ness’. The questions is ‘How can brands bring back national pride without evoking any of the unsavoury elements of hard-line nationalism?’ Yes, it’s a challenge but, more than that, it’s a phenomenal opportunity to make Britain truly Great once again and fly the flag for British brand design excellence.