Alina Wheeler once said, "Design is intelligence made visible." Here is some proof.

All of us in the branding world know the following to be true - every brand identity or logo we develop, must have a story and meaning behind it - and should always be intelligently conceived. Otherwise there is no difference between our work and the cheap logos anyone can buy with that generic looking layout that prompts you to "insert business name here."

Last week the city of lights unveiled its Olympic logo for their bid to host the 2024 Olympic Games.

Take a quick look at the logo.

Seems pretty straight forward right? Eiffel Tower etc.
Now take a closer look.
What do you see? Is that blue, white and red on top? Is that the number 24?
Why yes! Yes it is!
If you dissect it even further, it captures the playful whimsy of Paris with its multicolor ribbon-like flow, creating a sense of excitement of what's to come. At the same time it adheres to the principles of good design - simplicity, scalability, versatility, clarity and of course meaning.

"Things should be made as simple as possible, but not simpler", said the uber intelligent monsieur Einstein. And this logo in my eyes, ladies and gentlemen, is the embodiment of that very thought.



The logo was designed by global design agency Dragon Rouge.