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| Olympic Air: Our contribution to the competition for a new logo for Olympic |
As a result of the conversation about the passion displayed in the competition for the Olympic Air logo, we are publishing our proposals for the logo and the Colibri review of the short list selected by MIG, as published on oalogo.gr. |
Το Brief
The MIG announcement concerning the submission of proposals suggests that the logo be redesigned as part of a rebranding programme:
a. "the name of the new company is Olympic Air (instead of Olympic Airways)”
b. “the circles (from the old logo) will be kept”
c. “... the suggestions will take the old logo into consideration... (so that they express) both the evolution and the tradition of Greek airline companies.”
The Strategy
Taking these facts into consideration, the strategy for Olympic’s new image would follow two distinct directions:
1. Face Lifting: redesigning the logo using a similar font or designing a new font with similar characteristics (capitals, italics, specially designed serifs) and maintaining the emblem intact or part of it being redesigned (technically complete, revised colour palette). [Similar cases: Quantas Airlines, Delta Airlines, Dolby, Business Week, Monogram Travel, Morrisons and ΑΒ Vassilopoulos (supermarkets).]
2. New Logo: designing a new logo with references to the main visual elements of the previous logo (colour, distribution–weight–balance of typographical elements) and new design of emblem with obvious visual references to the previous (circles above with three colours). [Similar cases: Spanair, Air France, British Airways, SAM 0-13, Sainsbury's and Woolworths (supermarkets).]
Our Selections
Our research was divided equally (both in terms of time and in terms of the variety of initial sketches) between these two directions. The proposals we finally selected followed the second direction “new logo”: the circles were remodelled, the old font was modernised, in two of the three cases lowercase letters were used instead of capitals, and the multi-coloured identity of the old logo was maintained, although it was redesigned.
see the proposal here
The most interesting thing in these proposals is how the circles are dealt with. From a world with five continents connected to each other like links in a chain – which was the case when the logos for the Olympic Games and, later, for Olympic Airways were created – we are now living in a global village which is complex, homogeneous and simultaneously rich in its internal differences and variations. Therefore, the circles ought to be rendered differently in order to show the new status quo, particularly for a company which wishes to be “a leader”, “part of the present and the future” and “global and timeless”.
Our review
Which of these exist in the “new” logo selected for Olympic Air?
tags: colibri proposals, olympic air, New logo for Olympic air, quantas, air france, rebranding
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