NBC Olympics on Wednesday unveiled the logo it will use for its comprehensive coverage and promotion of the 2020 Tokyo Olympics.
The word "Tokyo" is prominently featured in the primary design with distinctive and custom typography. It is situated between two iconic logos, the NBC peacock and the Olympic rings, along with the year of the Games, "2020." NBC said the result is an exciting and unique design that honors Japanese traditions, embraces Tokyo's modern spirit, and embodies the energy of NBC Olympics' distinct presentation.
"Our branding goal was to develop a logo that honored the rich culture of Japan, while also exploring the vibrant union of art, technology, fashion and pop culture that defines Tokyo today," said David Barton, art director, NBC Olympics. "The design of the word 'Tokyo' is bold and fluid, illustrating with each character the dynamic movement of an Olympic athlete with a subtle reference to the distinct line forms of the Japanese written language."
Given the diverse array of platforms in which the logo will appear, the design needed to take on many forms and color palettes. The Tokyo 2020 logo will be embedded within thousands of hours of linear and digital coverage as well as a companywide, hyper-targeted consumer engagement campaign that will begin more than a year before the opening ceremony.
"This will be our most versatile Olympic logo ever," said Mark Levy, SVP, original content and creative, NBC Sports Group. "From 60-inch television screens to mobile phones, from billboards to apparel, the logo needs to stimulate an emotional response with consumers no matter where they see it, and they are engaging with brands in more places than ever before."
NBC Olympics' Tokyo 2020 logo was created in association with Los Angeles branding firm Mocean.
NBC Olympics images.