Creatives lament uninspiring Commonwealth Games logo

Creatives lament uninspiring Commonwealth Games logo

The new Gold Coast Commonwealth Games logo has been touted as a confused and uninspiring visual representation of the upcoming international sporting event by the Australian branding community.

The emblem, designed by WiteKite and unveiled today at Broadwater Parklands, features a spoked wheel of colour showcasing the silhouettes of different athletes.

Commonwealth Games Minister Jann Stuckey said the Games emblem captured the essence of the Gold Coast and what the Commonwealth Games was all about.

“The emblem has been inspired by the Gold Coast’s stunning beach side location, its iconic skyline, and the colours are representative of the coast, the hinterland and the celebratory atmosphere which is synonymous with the region,” Stuckey said.

But the broader creative community is unimpressed. Creative director at M&C Saatchi’s branding agency Re, Jason Little, believes the brand is a forgettable pastiche of existing sporting logos.

“Although a visually appealing piece of design, this follows the tried and tested formula for a sports event and Olympic identities. It uses rainbow colours, paintbrush type, athletes doing their thing. If you look at the Olympic logo from 2000 from Sydney it’s in the same ilk but a bit modernised.

“This is exactly spot on with what I would expect for such events, in that it neither intrigues nor offends anyone.

“It’s a shame. I don’t think it’s a brave approach, I don’t think it does anything different and I certainly don’t think it will be memorable.”

Landor ECD Mike Staniford told B&T he thought the execution was messy and unresolved.

“My first impression was that there seems to be a confusion of ideas going on in this. It seems to be some kind of sun but then there is a building and then the athletes overlaid on it. For me the level of design and execution is quite poor and really quite throwaway,” said Staniford.

Staniford believes the organsiations involved in the logo’s creation could have much more effectively capitalised on their opportunity to promote the Gold Coast on the global stage.

“The Gold Coast has done a lot recently to get its own identity in shape. It’s a major, major opportunity for the Gold Coast – a huge event – and I think it could have been marked by something more distinctive and more profound.

“I think it could have been designed with stronger aesthetics, a stronger idea and a stronger execution.”

What do you think of the new Commonwealth Games logo? Leave your comments in the discussion box at the end of this article.

GOLDOC Chairman Nigel Chamier OAM said the emblem was a result of months of research and development.

“Market research was undertaken to unpack the deeper emotional factors which define the Gold Coast as a place, and those that define the Commonwealth Games specifically,” Chamier said.

“Local focus group workshops were held and we then defined the Games core proposition before engaging brand and design company WiteKite to develop the artwork.

“GOLDOC believes the emblem is an outstanding reflection of community sentiment and broader perception of the Gold Coast and its role as host city for the Commonwealth Games.”

The emblem has also received praise from the President of the Commonwealth Games Federation, HRH Tunku Imran of Malaysia.

“I’m delighted with the emblem. I feel it captures perfectly the warmth, the energy, the fun and the vibrancy of the Gold Coast and Queensland and represents everything the Commonwealth is looking forward to in 2018,” Prince Imran said.

When the going gets good, fire your agency

When the going gets good, fire your agency

Everyone knows the old saying, “If it ain’t broke, don’t fix it”. But what if it was far from broke? Doing incredibly well, in fact? Logic would say “definitely don’t fix it”… Right?

Wrong. It seems Bank of Queensland (BOQ) has swapped incumbent Junior for BWM as the former agency lures award after award for its BOQ work.

 

Junior picked up a MIDAS for a Bank of Queensland campaign in December – MIDAS being the only international competition to recognise excellence in financial services communications on a global scale. The agency was the only Australian campaign to pick up in the core ‘banking’ category.

No doubt that gong has gone straight to the Junior pool room to join a collection of awards which includes:

  • AMI Best Social Responsibility Campaign 2012
  • The only gold awarded for financial services at the 2011 Effie’s (beating NAB’s ‘Break Up’)
  • AMI Best Product Launch 2011
  • Australian Banking & Finance Awards 2011 Marketing Campaign of the Year.

Oh the irony of it all.…

A Friday for long lunches

A Friday for long lunches

The Networker is predicting a stop work in many agencies across the country today at 1pm, as Oprah grills alleged performance enhancing drugs enthusiast Lance Armstrong.

In the spirit of the occasion some scamps at theroar.com.au have of course created a drinking game to make the public flagellation more bearable, with various penalties depending on what words he says.

 

Obviously The Networker doesn’t condone long, boozy lunches on a Friday afternoon.

But if he did, he might tell you the maximum penalty of finishing your drink and a penalty shot is for Lance blaming the CIA, the French, Lizard People, or international cycling supremos.

Social networks are abuzz with conjecture about what will happen, and the hashtag #doprah has also been established for anyone following events on Twitter.

However, the Networker has a terrible feeling it could all be a little bit disappointing.…

Time trial

Time trial

Undoubtedly the Lance Armstrong interview and revelations has put the world of cycling under increasing scrutiny in recent weeks.

There have been endless debates in the media about the reputation of cycling in the wake of it all.

Which makes Pacific Magazine’s decision to launch Bike magazine this week either an inspired move – or the worst piece of timing in the history of publishing.

Time will tell.…

Kia’s ‘Man of Now’ gets spoofed

Kia’s ‘Man of Now’ gets spoofed

By now most of you will have seen Kia’s new TV spot ‘Man of Now’; the one where a new age man strides suavely down the street talking to camera about his sophisticated modern male tendencies.

Some love it, some think it’s damn annoying.

Either way, it’s certainly asking to be spoofed, and that’s exactly what boutique production house Priceless Productions has done.

The new web video features a heavy-set caucasian man strolling down the street, checking out babes, checking into bars he’s never been to, and lamenting the fact that his dad won’t give him the Foxtel premium account password.

The poetry flows something like this:

“I’m racist but not around my black friends, I’ve got three Facebook accounts, two mobile phones and one relationship. I don’t consider hand-jobs cheating.

“I’m wearing a big watch because I’ve got small balls. I’m wearing my mate’s undies because I shit myself watching Dexter. I spent $20 on my mum for Christmas. My haircut cost $80.

“I’m a gluten-free-choosing, daily deal-using, buffet-abusing tightass fuckwit. I’m international, I’m interconnected I’m interrupting people all the time because everything I say is fucking hilarious….”

In the final scene he arrives at his neat looking white hatch-back, farewells the viewer, opens the door with a self-satisfied swagger, and notices the parking ticket stuck to his windscreen.

Nice.

What do you think of the Kia spoof? Leave your comments in the box at the end of this article.

Flooded in Qld residents surf the water

What do you do when flood waters have invaded your roomy property?

You get on your quad bike, strap a wakeboard on the back and get surfing.

This picture shows Michaela Yore, sister of Ikon Brisbane’s client services director Sharon Clarke, and her husband making the most of the swollen Logan River.

 

Yore lives on a 500 acre property at Cedar Grove through which the Logan River winds its way through.

But, not satisfied with wakeboarding, Yore and her husband Denis planed to splice together a double-length ski rope so they could get further out onto the play and attempt to water ski.…

Bauer’s Deb Thomas to launch Kirstie Clements’ book

Bauer’s Deb Thomas to launch Kirstie Clements’ book

Australian magazine queen Deborah Thomas will tonight launch Kirstie Clements’ much anticipated book, The Vogue Factor, at a Champagne-studded celebration in Surry Hills.

Thomas, whose list of high-profile roles include Bauer Media’s current head of brand development and public affairs, a judge on Celebrity Apprentice, local councillor for the suburb of Woollahra and  former editor of the Australian Women’s Weekly, is also a long time friend of the ex-Vogue editor.

Following her blunt dismissal from NewsLifeMedia in May last year, after a career spanning 25 years and 13 as editor of Vogue, Clements tells the story behind the headlines, and takes us behind the scenes of a fast changing industry.

“From her humble beginnings growing up in the Sutherland Shire in Sydney to her brilliant career as a passionate and fierce custodian of the world’s most famous luxury magazine brand, Clements lifts the lid on her Vogue world, a universe that brims with dazzling celebrities, fabulous lunches, exotic locales and of course, outrageous fashion,” a media release from Melbourne University Publishing said today.

Guests will sip on Moët Chandon and Belvedere vodka cocktails while getting their copies signed at Surry Hills’ Japanese restaurant, Toko, from 5:30pm onwards.

The Vogue Factor hits bookstores today.…

Emerson hops over the NBN

The Networker is on tour for the next couple of weeks and will be bringing you some of his favourite ads from the US of A.

Let’s start off keeping the flavour distinctly Australian, or at least an American company’s use a political punchball the NBN for a little promotional activity.

Although it seems our cousins still can’t quite get past the stereotype of kangaroos and the outback though.…

Opa BlackBerry style

Opa BlackBerry style

The Networker wonders whether the creatives bbehind the new BlackBerry Super Bowl spot are scrambling to reshoot it based on the insporation from these versions of it.

Whilst one is definitely zeitgeist the other has more BlackBerry potential, given the peculiar ‘Wake Up’ teaser campaign last year.

For those of you wondering, the head in this one is that of Thorsten Heinz, BlackBerry’s CEO. Not sure we’ve heard the song before though……

Bauer’s Deb Thomas to launch Kirstie Clements’ book

Bauer’s Deb Thomas to launch Kirstie Clements’ book

Australian magazine queen Deborah Thomas will tonight launch Kirstie Clements’ much anticipated book, The Vogue Factor, at a Champagne-studded celebration in Surry Hills.

Thomas, whose list of high-profile roles include Bauer Media’s current head of brand development and public affairs, a judge on Celebrity Apprentice, local councillor for the suburb of Woollahra and  former editor of the Australian Women’s Weekly, is also a long time friend of the ex-Vogue editor.

Following her blunt dismissal from NewsLifeMedia in May last year, after a career spanning 25 years and 13 as editor of Vogue, Clements tells the story behind the headlines, and takes us behind the scenes of a fast changing industry.

“From her humble beginnings growing up in the Sutherland Shire in Sydney to her brilliant career as a passionate and fierce custodian of the world’s most famous luxury magazine brand, Clements lifts the lid on her Vogue world, a universe that brims with dazzling celebrities, fabulous lunches, exotic locales and of course, outrageous fashion,” a media release from Melbourne University Publishing said today.

Guests will sip on Moët Chandon and Belvedere vodka cocktails while getting their copies signed at Surry Hills’ Japanese restaurant, Toko, from 5:30pm onwards.

The Vogue Factor hits bookstores today.…