Political statements and niche sports: Four insights from “Tokyo 2020”

Sven Rieckmann, Creative Director

The summer Olympics in Tokyo have come to an end. What's the takeaway from a designer's point of view? My position is that these Olympic Games were different from most. And that even football can't hold a candle to an exciting canoe slalom.

No matter how you feel about the Olympics, and regardless of which angle you view them from, we can all agree on one thing: The Games of the XXXII Olympiad were entirely different than usual. Of course, that's because the games were held in the middle of a pandemic. To be sure, we could go back and forth for ages about the pros and cons of holding an event like this at a time like this. But objectively speaking, it created a new paradigm, a new set of conditions. With no spectators in the stands or on the sidelines, the contests were entirely made-for-TV events. Although the athletes may have missed the live audience, the TV directors managed to create an exciting atmosphere for the viewers at home. Among other things, there were fewer pans to the grandstands, and when the camera did show the stadium, multi-colored seats masked the absence of an audience.

Of course there were also unwanted side effects. Anyone who followed the Bundesliga football games – also played with no audience in the stands – was amazed how much of the communication on the sidelines they were suddenly able to follow on TV. And in Tokyo we noticed again that the microphones really do pick up everything. “Hit her, just hit her really hard!” It's not such a good idea when pentathlon coach yells these words while the camera shows a weeping athlete striking a horse that refuses to jump. Within seconds, a shitstorm ensues. To say nothing of the racist remarks of the German cycling sports director.

1. Olympics in tokyo: this was more political than it has been for a long time

Yes, the Games were different this time – and not just because there were no spectators. These were also the most political Games in decades. For three weeks, the athletes enjoy the spotlight, taking advantage of the public attention to raise awareness for their social causes. Gymnast Simone Biles publicly advocating for mental health, shot putter Raven Saunders sending a message for social justice, Belarussian athlete Kristina Tsimanouskaya fleeing to Poland, German gymnasts performing in long pants instead of skimpy outfits – these are all examples that make us realize that even at the greatest sports event in the world, sports are damn well not everything. This development places the Olympic Committee – as well as FIFA and UEFA – in the uncomfortable position of having to readjust its actions within the context of financial and commercial interests in order to remain credible.

2. Olympics in tokyo: that was successful recycling

Like the European Football Championships, the Olympic Games remained true to the visual identity that had already been developed for the previous year. Seeing the “Tokyo 2020” logo occasionally gave me pause – really? But then I imagined how difficult it would have been to reproduce all the advertising materials and signage from scratch. Of course, this also applies to all licensees and sponsors who use the logo in their own communication. Should it all be scrapped just because the year has changed? Certainly not. Especially since the general statement expressed in the – rather generic – motto “United by Emotion” still fits. As little emotion as the visual appearance of the Games as a whole triggered in me, I did find the relatively unnoticed staging of the pictograms at the opening ceremony cool. It was a nice throwback to the 1964 Games in Tokyo, the first time an entire set of pictograms was created to overcome language barriers.

3. Olympics in tokyo: it was a home game for the team outfitters

Let's be honest, are there any sporting events left that don't require bold sponsorship? Maybe Wimbledon, where tennis is still played on the grass in front of wonderfully simple green boards – but other than that? Surprisingly, the Olympic Games, which have a reputation for being a commercial juggernaut, provide an remarkably untainted setting for competitive sports. Incidentally, that makes the branding efforts of the teams’ outfitters stand out all the more – it's worth it! Admittedly, not everyone liked the gaudy appearance of the German team’s clothes. I thought it was striking and contemporary, even though there was still a lot of room for improvement in terms of fashion for gymnastics and table tennis. It's a pity that “normal people” can't buy the outfits – but maybe it’s a sign of appreciation and a nice souvenir for the participants.

4. Olympics in tokyo: that was captivating camerawork in niche sports

You may not have noticed, but Brazil beat Spain 2:1 to win the gold medal in football (which only the Americans call soccer). You were probably glued to your TV watching the canoe slalom instead – and biting your nails, if you're anything like me. Most football fans spend the summer break obsessing over transfer rumors while waiting for the Bundesliga season to start up again. The Olympic version of the sport offers few surprises – in striking contrast to the many smaller sports disciplines on offer. The camera angles during the sailing races, for example, have improved tremendously over the years. In 2021 I was riveted, with the feeling of being live on board on the boat, admiring the efforts of the athletes. Meanwhile, computer-generated graphics showed who was leading and who was in which place. Super-slow-motion shots displayed the strength, elegance and precision evident in the canoe races, making them a highly emotional experience. Three cheers for that!

So what's my biggest takeaway? I should take more breaks from work and use them to knit, like British diver Tom Daley. They say it's quite relaxing. Or I could stay true to my profession and develop a logo for the 2032 Olympics in Brisbane; as far as I have been able to discern, they don't have one yet. And what designer hasn't dreamt of creating a logo for the Olympics? Incidentally, 15,000 entries were submitted to the competition for the “Tokyo 2020” logo – and where they all came from is a mystery that I have been unable to solve.

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