Branding the Olympics—“worst practices” in design
While the Olympic games themselves are steeped in excellence and “best practices” in athletics—the design of the 2020 Olympic logo has spiraled into an example “worst practices” in graphic design.This past September the 2020 Tokyo Olympic logo that was designed by Kenjiro Sano was scrapped when he was accused of design plagiarism. Sano’s design has characteristics of a logo designed by Belgian designer Olivier Debie for the Theatre de Liege.Initially, organizers defended Sano, but then changed their minds, asserting that using a logo that is not supported by the public is not in their best interests and the success of the Olympics. Instead, they decided to crowdsource the logo design, opening it up to anyone. The organizers received nearly 15,000 entries from people competing for $8,250 and tickets to the opening ceremonies.This week AIGA firmly stated their position with an open letter to the Tokyo Olympic committee. Executive Director Ric Grefé discussed several reasons why crowdsourcing logos is damaging to designers, the highlights follow:
- Crowdsourcing takes advantage of designers, asking them to work countless hours without a guarantee of any compensation. Furthermore, the amount of the proposed award, is much lower than what the appropriate compensation would be for a brand identity that will have global value, being reproduced millions of times.
- By opening the contest to the general public, the committee demonstrates a complete lack of respect for trained and experienced professionals.
- The valuable collaboration with the client when creating a brand identity is completely ignored with crowdsourcing , compromising the ethics and global standards for professional designers.
U.S. designer Michael Raisch’s response to the controversy echoes AIGA’s stance. With over a decade of experience in sports branding, Raisch thinks that crowdsourcing brand identity devalues creative professional careers and thei contributions to the world. He decided to point to the absurdity of the committee’s decision to crowdsource the logo by opening the contest up to three-year-olds, emphasizing the point that crowdsourcing results in amateur work. Raisch created an endearing video about the experience entitled, “A 3 Year Old Explains the Olympic Logo.”The contest just closed this past week—stay tuned for the results—no doubt more controversy is in store.http://eyeondesign.aiga.org/against-crowdsourcing-logo-design-an-open-letter-from-aiga-to-the-tokyo-olympic-committee/http://edition.cnn.com/2015/09/02/sport/tokyo-olympic-logo-scrapped/index.htmlhttp://www.designweek.co.uk/a-three-year-old-could-have-designed-that-the-olympic-logo-made-by-a-toddler/
Do We Need a Copyright & Fair Use Best Practices Document?
While issues about copyright and fair use are not new, our feelings about them may never have been more divisive than they are today. It's also highly unlikely that in today's work environment, graphic designers won't be faced with these issues on a daily basis. Graphic designers looking for art and images they can use are apt to encounter Creative Commons—a nonprofit organization that seeks to offer alternative solutions to traditional copyright. They are likely to see established artists (Shepard Fairey) and designers (Fly Communications, No Labels Logo) find themselves embroiled in legal cases and allegations about copyright violation. They will most certainly see social media sites like Pinterest (who many feel are stretching the boundaries of copyright protection) being embraced by respected and established organizations like Design Observer.In the midst of this turbulent climate, what's a graphic designer to do? How do they navigate these murky waters and stay up-to-date with current trends as well as maintain a level of professionalism? Designer Dawn Mercurio has offered a suggestion, a best practices document for graphic designers.Mercurio's MFA Thesis research includes surveys with over 100 creative professionals. As a result Mercurio states, “Contemporary creative professionals are split on how they side for the need to protect and license work. From data, it appears to be divided among those who work in traditional print environments verses those who work in multimedia and web. It may be that the ubiquity of the internet has created a leveling of ownership, an acceptance for sharing and a practice of mutual appropriation among those who build around it. And now with the ability of instantly viral content (impossible to fathom in the original rendering of the Constitution) it seems that protection has an even more difficult struggle than ever before.”Mercurio asked those surveyed how they would rate their understanding of copyright law and fair use. Most said they were familiar with it. A little over 15% chose “hazy," with the majority falling into the "somewhat knowledgeable" category. When participants were asked about the Shepard Fairey case and if the transformation from the original photo was enough to dismiss attribution, purchase, or permission, the results were almost evenly split. A trend in divisiveness and confusion about the issues was apparent throughout the survey. This is evident in the answer given by print and web designers, the largest segment of creative professionals polled, about how often copyright issues arise. They responded that copyright issues arise only occasionally, when handling the content and art of others is endemic to design fields.Mercurio concludes, “One solution to address these divides is to adopt a policy of Best Practices for Creative Professionals. Other industries such as Online Video, Media Literacy, even Dance have established their own doctrines and have built safer, healthier environments to work in without limiting creativity or message." She argues that, "a doctrine built by lawyers familiar with both copyright law and art along with a diverse group of creative professionals, could rule on the Fairey case along with other common practices such as using unlicensed images even as a ‘comp’, that many creative professionals abuse and should be advised on."What do you think, do you feel there's a need for a Best Practices Document?You can download Dawn Mercurio's findings including case studies and surveys here:https://dl.dropbox.com/u/