While the heavy lifting continues on site the organising committee has to develop a look, feel and tone for the Games that captures the public imagination. The challenge is to change post-recession perceptions so the project is seen as a point of light at the end of the tunnel, rather than a drain on over-stretched public finances.
To do this they will need to establish an identity that has widespread appeal while satisfying the fundamentals of London’s bid promise, that it would be a modern, vital and youthful Games.
This being an Olympics with a hard commercial edge one of the primary vehicles for this will be merchandising, which means mascots. They will be launched next year, a furry and probably irritating indicator of what is to come.
SOURCE FROM WWW.TELEGRAPH.CO.UK
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