Portfolio Task 4 (Semiotics)

I have decided to look at the comparison of the texts, which are examples of previous and present logos for the Olympic games. One text is the 1984 Los Angeles Olympic Logo and the other is the up and coming 2012 London Olympics logo. I chose the texts because they are from two different times and have similarities and differences.

Here is an image of three stars and five rings with the text reading ' Games of the XXIIIrd olympiad Los Angeles 1984', which makes up the image of the 1984 Los Angeles Olympic games. The five coloured rings, (blue, black, red, yellow and green) signifying the five continents participating within the games. Each flag of the country participating in the Olympics includes at least one of those colours. This connotes how the countries within the five continents all participate in the games at an equal harmonious fashion. The linking of the rings symbolises the union and meeting of athletes from throughout the world of olympic games.

The main focal point within the image of the three stars layered one on top of each other. The connotes the universal symbol of high aspiration, the horizontal bars portray the speed in which the contestants pursue the excellence. The significance of the colours of the stars connotes the sense of patriotism and the ambition to achieve success.

In comparison to the 1984 logo, is the current London 2012 olympic logo. Here is an image of various pink shapes, which include a yellow outline around the edges of the the shapes. The shapes denote the numerical sequence 2012, signifying the year of the Olympic games, to be held in London. The colour is relevant to the audience as it is aimed towards children of the near future. The whole shape and composition of the logo connotes childish qualities, although aimed at children, it is adults that run the game of which the children sill not be impressed by adults not acting there ages.

Both of texts that I have examined are the identity of the Olympic games but for different periods of time, each very different with similar themes such as the olympic rings and the destination of where the games is being held. The 2012 has received a large amount of criticism from the general public and various design critics as to whether it will stand up to the designs of previous games such as the ones held in 1984 in Los Angeles. Unlike many designs before it the London 2012 logo has moved away from taking a featuring image from the city and incorporating it into the design. Tessa Jowell quoted this about the logo:

"This is not just a marketing logo, but a symbol that will become familiar, instantly recognisable and associated with our Games in so many ways during the next five years."

In a way it is a clever idea in how they want to symbolise the games so that they are instantly recognisable, but looking at the 1984 logo it is clear that this logo was the current logo of the time.

Chandler, D. (2007) ‘Semiotics, The Basics’, Routledge, pg. 153