2010 Olympics – Vancouver: Graphic Identity

At first look you may think “Just another use of modern stock illustrations – silhouettes against a rolling background, a trend that we’ve seen used over and over again.” Of course this popular trend of graphic treatment keeps the look young and modern. This is a good way to start when you’re trying to visually show how you want others to perceive Canada’s personality.

So what is so special about this design? It’s in the details. That’s where we find our story.
 
Within the rolling mountains, hills and waterscape, graphically treated as flowing waves, we find a fusion of natural and urban environments. We discover patterns: from cobblestone pathways to clouds, to fish scales to wood grain, to patterns from architecture within their urban cosmopolitan towns and cities. These textures are used to show the connection and balance between the two environments, as well as the subtle silhouettes of combined imagery. For example, the combination of a tree with a streetlight or an airplane that has the wings of a dragonfly. In the hierarchy of everything, you will find that each combination of imagery is set so that it doesn't pull the viewers’ focus to just one main illustration, rather you can see everything interacting together. These details and combination of environments show a sense of being progressive and unique: attributes of both Canada’s personality and the Olympic Games.
 
Overall, I have a positive opinion about this graphic identity; however, there’s just one negative thing to say.  In some cases it gets a bit busy with the finely illustrated athletes. The background colors of blues and greens, obviously representing the vegetation, water and temperature of winter cause the athletes placed over top of the background to blend in. With so much going on behind the human figures, the viewer may lose sight of the intensity and energy in the action of the athletes – which, ultimately, are the true focal point of the Olympics. In exploring graphic identities, it is important to tell a story, but it’s just as important to keep focus and simplicity in mind.

Elizabeth Shaffer

 Art Director