TOKYO IS CALLING ME

Recent graphic events in Buenos Aries have come as a timely reminder of the pitfalls and pleasures to be had in creating an iconic emblem to capture and build the unique spirit and pride of an Olympic Host City. Down in Argentina whilst the International Olympic Committee were pondering all manner of financial, logistical and cultural considerations in the bidding for the 2020 Summer Games, we designers knew the real deciding factor; the Logo.

More generously described as a simplistic evocation of the soaring coloured curves of the city's acclaimed Richard Rogers designed Barjas Airport, and equally at home on a Back-to-School September Special Jumbo Colouring Pack, the Madrid effort lacks conviction and personality. Not sure what happened there; Spanish simple can be great – see mould breaking Barcelona 1992 – here it appears to be a cost saving update of the 2016 Happy Hand and over compensation for a lack of national confidence created by the Euro crisis fuelled crippled economy. 

Another missed opportunity came from Turkey. As their 5th bid maybe they've run out of concepts; the Company Christmas Card Syndrome. Seems unlikely though because Istanbul is a truly diverse, animated city full of contemporary architecture, innovation and noisy warmth; a place where this summer's political protests in Gezi Park provided ample creative communication opportunities. Protest Tree and Gas Mask stencils demonstrate the talent exists; great ideas executed with power and humour. The 2020 Olympic design fails to capture any of this dynamism; a dreaded public vote from 4 tulips (the City symbol) and a mosaic providing a safe fall back in particularly drab fashion.

Whatever the IOC said 4 years ago, it was obviously the medicore medal ribbon affair that cost the Japanese dearly in 2009. By contrast this time the delicately crafted floral entry from Tokyo blossoms with potential and possibilities, reflecting an optimism and ecclectic energy that every visitor experiences as they discover the city for the first or fifteenth time. Traditional Sakura motifs are updated and given a fresh vibrant feel in tune with youthful contemporary fashion. Still a safe option undoubtedly, so not the outright guaranteed first place for Design Purists and lovers of the structurally referenced frankly unbeatable Yusaku Kamekura 1964 classic, but a clear winner for 2020. And nice that the team took the designer all the way to South America so he could celebrate in style.