Archive for December, 2009|Monthly archive page
We know that ‘green screens’ (or more accurately, “Chroma Key“) are commonly used in filming, be it weather or action movies so that the actor/presenter need not be physically within the context of a scene, whether for safety, costs or technical reasons. The reel from green screen specialist studio Stargate would show just how much it is used in movies and dramas:
Actors probably have gotten better over the years, as they adapt to this technique during acting to respond to non-existent cues within the movie frame. For instance, the instinctive slight shivering while walking through a particularly cold street in Russia – without the immersive visual and visceral setting, one has to imagine the hundreds of minor environmental cues that may affect a character within the environment’s context. Tough!
Even as the Vancouver Winter Olympics draw nearer at 2010, Sochi (the Russian host city for the next Winter Olympics in 2014) has already rolled out their brand identity. Now, if you were in charge of the Sochi Olympics, which would you choose? My first reaction was certainly the top one – it looks fresh, Olympic-esque and contemporary. The one at the bottom had so much Russian old-schoolness, it seemed like they were still stuck in the Soviet-Russia era, and have not caught on the graphic design evolution.
But following the argument on Sans Raison made me a convert (it’s too detailed to be quoted or reproduced her – please head over!) – as she carefully and patiently compared between the 2 final candidates, and espousing the merits of this logo that has much more long-term strength in its identity; that Olympics logo frequently falls into a certain cliche (like the one at the top). Eventually I became a convert for the second one too.
Of course, seeing it being applied in context gives it a whole new render/perspective as well:
In context, it does hold a lot on its own (although the shade of blue on the logo in context seem much friendlier too). You can also check out the full identity in action at their official website.
[inspired by Sans Raison]