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Dec

30

Where Is The World Cup Logo?

Posted By: blogger on December 30, 2010 at 4:05 am

Whereas the Olympics have their rings, the Soccer World Cup has never had a common symbol within the custom logo design of the tournament series. Though all logos before 2002 have a football within their design, the face of the football changed so drastically after the 1970 tournament with the arrival of the Adidas Telstar. For 30 years, the Telstar’s Black and White design, (iconic across many media) persisted, even though official balls have since had many different patterns.

The Mexican tournament was important also for establishing iconography in World Cup logo design. Mexico 1970′s silhouetted Telstar on a fuchsia background was a significant departure from the lush and complex illustrations of previous world cup posters.. Subsequent logos took this approach, resulting in many decades of striking designs that rarely used more than three colors.

Maybe because footballs had long since stopped looking like the Adidas Telstar, logo designs after the 2002 Tournament have instead focused on interpreting the FIFA World Cup rophy. The logo for the forthcoming 2014 World Cup features the trophy being grasped by three entwined hands, whilst the three previous appeared to temporarily adopt the abstract, circular logo of the 2002 tournament (held in Korea and Japan). The 2014 logo then seems like yet another break in continuity, preventing the establishment of definitive world cup symbol.

Perhaps the 2018 Tournament will revive the trophy shape once again, but it must be considered whether this is even desired or required. A symbol like that used for the Olympics actually assists in translating a classical term and brought the notion of staging multiple sport events to the world at large. A World Cup symbol would have little left to describe that 80 years of the tournament hasn’t made clear, and the limited range of existing symbols, have provided each logo designer enough ideas to riff off for eighty years.

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Dec

30

Guinness Brand Identity

Posted By: blogger on December 30, 2010 at 4:05 am

As the famous advertisements used to say, ‘Guinness is good for you’. Whilst the claim, dating from a British advertisement from 1929 was a dubious one – modern anecdotes usually point to a Pint of Guinness containing about as much fat as a Roast Dinner – it was the opening shot of the brand’s classic advertisement period.

Advertisements for Guinness for the 1930s and 40s featured a set of zoo animals – most famous amongst them was the Pelican – drawn by advertising legend John Gilroy. Played out in print and cartoons, the typical advertisement involved the Guinness addicted animals cheating zoo-keepers out of their pints. The campaign is still fondly remembered, though the use of cartoon animals in adult drinks marketting is now prohibited. The advertising of this period directly resulted in much of the Guinness brand’s international success. But above Gilroy’s animal high-jinx, Guinness is associated with a logo with significantly greater staying power as a cultural and national symbol: the Guinness harp.

The first Guinness harp was printed onto the oval label of a bottle of Guinness in 1862. It wasn’t registered as a trademark until 1876, almost 125 years after the construction of the St. James’s Gate Brewery. Probably designed after the 14th Century Trinity College Harp (also known as Brian Boru’s Harp), arguably one of the few business logos you’d be able to name with a real cultural connection to its homeland. As a Guinness logo, the harp faces right, whereas when used as a national symbol for Ireland – on the country’s coat of arms and also on the reverse of the 1 Euro coin – it faces left, almost as if Guinness were having some inebriating effect on the instrument!

In a modern context, Guinness remains well-known for its exciting and innovative advertising campaigns. But as a significant, Irish company logos, the Guinness harp links the product to its nation, regardless of whether it’s good for you or now..

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