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New Logo for LA 2024 Candidate City by 72andSunny

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Noted Feb. 18, 2016 by Armin

Industry / Sports Tags /

About

“The Los Angeles bid for the 2024 Summer Olympics and Summer Paralympics is an ongoing attempt to bring the 2024 Summer Olympics to the city of Los Angeles. They are one of four candidate cities alongside Paris, France; and Rome, Italy respectively. Los Angeles was chosen by the United States Olympic Committee on August 28, 2015 after the Los Angeles City Council voted unanimously to back the bid. This is the second city that has been submitted by the USOC for the 2024 Summer Olympics. Boston, Massachusetts was originally chosen to be the American bid, but withdrew on July 27, 2015 due to potential cost overruns. Los Angeles also originally bid for the USOC’s nomination in late 2014, when Boston was chosen over Los Angeles, Washington, DC, and San Francisco.” (Wikipedia)

Design by

Logo and Film: 72andSunny (Los Angeles, CA)
Guidelines and Identity: Bruce Mau Design (Toronto, CA)

Related links

LA 2024 press release
The identity for LA 2024 before the U.S. candidacy went to Boston

Relevant quote
The soaring figure of the logo is a symbol of athletes reaching for their dreams, the original Spanish name for Los Angeles "the City of Angels," and the Angeleno spirit of optimism and progress that defines Southern California.

The figure is illuminated, lifted and empowered by the rays of the sun, which emanate from a sparkling point of light at the figure’s heart—a palette of colors often seen in the city sky both at dawn and sunset. The sun itself, which LA calls its brightest star, inspires LA 2024's slogan, Follow the Sun.

LA 2024 press release

Images (opinion after)
New Logo for LA 2024 Candidate City by 72andSunny
Logo detail.
New Logo for LA 2024 Candidate City by 72andSunny
Underlying grid, taken from video below.
Logo unveil video.
Opinion

Well, this is strange. The last time we saw a realistic, athletic human figure in a logo was with AkzoNobel and probably for good reason. Even though they are abstract they go more quickly into uncanny valley territory. There is something very uncomfortable about this logo and it's due to the combination of far too many things: the extreme posture, the oversized wings, the alien-like fingers, the gradient, the sunburst… it's too much. More than capturing an athletic spirit I keep thinking of the award statues given throughout LA for movies and TV shows, only difference being that in this drawing the figure clearly does more yoga. The wordmark and typography are somewhat interesting but have zero relationship with the figure, especially when rendered in stark black. Really makes you wish that the original identity for the bid had been kept. The best thing about the LA 2024 bid is their website — it's super slick and well designed.

Thanks to Glenn Sakamoto for the tip.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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