For whatever reason I hadn’t seen the design of the London Olympic medals, so I thought I’d look them. As you can see above they’re a nice blend of both contemporary and classic, featuring the image of Nike flying out of the Parthenon to go to London (their words, not mine). That’s pretty straightforward, and while I like the main side, the reasoning seems a bit… silly.
- The curved background implies a bowl similar to the design of an amphitheatre.
- The core emblem is an architectural expression, a metaphor for the modern city, and is deliberately jewel-like.
- The grid suggests both a pulling together and a sense of outreach – an image of radiating energy that represents the athletes’ efforts.
- The River Thames in the background is a symbol for London and also suggests a fluttering baroque ribbon, adding a sense of celebration.
- The square is the final balancing motif of the design, opposing the overall circularity of the design, emphasising its focus on the centre and reinforcing the sense of ‘place’ as in a map inset.
I really like the 2012 design, but really? It seems like there was a lot of desperate thought put into that description. Nonetheless, I think the design feels extremely contemporary and exciting. You even have to admit that the 2012 logo that everyone loves to hate looks good as extruded metal.
You can read more about the medals by clicking here.