Wimbledon: Dynamic Logo

Taking into account the contemporary requirements of a logo working at different scales is extremely important, more so now than ever with platforms such as Facebook and Twitter housing small avatars. I took the opportunity to reduce the logo down to it's essentials and less ink-heavy, down to simply a monotone print, but with a dynamic quality to it.




Existing Logo

Redesign

Aimed to keep subtle consistency, for hopefully adding more cohesion and visual unity which isn't exactly notcable at first, for example using three exact same circle sizes to create ball and white tracks instead of the existing logo

We felt, moving on from disregarding Purple, as it's an old tradition holding no visual or conceptual links to the idea of playing tennis - it's too ink-heavy and would require a number of ink plates to print. It's fair to argue, moving away from such an iconic, traditional colourway is too much of a step but for the concept in question of bold, reductive design we agreed it was the correct direction to take/.

The redesign I designed is more of an evolution, than revolution. I got feedback from my collaborators, especially Raimon, in Spain,  is a basic reconsideration for the purposes of our concept.


Adjustments:

• Thicker lines for consistent visual impact across varying scales
• Slightly larger pt size, to again consider scale and legibility
• Increased kerning between letterforms to increase legibility on digital platforms with set number of pixels
• Correction of racket string orientation, when rackets are at 45 degrees, the racket strings would also be at 45 degrees as racket strings are stringed horiztonally and vertically at right angle 90 degrees
• Removed unncessary outlines and strokes which don't add to the visual communication, for example the white outline around the rackets dont need to be there to differentiate that there are two rackets there
• Having a monotone colour pallete lends itself effectively to a dynamic logo which changes systematically.

Dynamic Design ___


Experimental Jetset: Whitney Museum
Source: http://www.experimentaljetset.nl/archive/whitney-museum-identity

Experimental Jetset are the inspiration for a dynamic approach to the logo, that is flexible and changes organically to its requirements. They are also relevant to an application of a New International Style as they themselves are frequently regarded as modern interpreters of Swiss Style design, just as I aim to do - they push old traditions progressively to todays society.

Their identity for the Whitney Museum creates infinite possibilities through its system of a responsive W

'What we tried to do in this chart was to map some possible variations of the ‘Responsive W’ – just a handful of different examples of what is actually an almost infinite number of possibilities. As the map shows, the position of the name ‘Whitney’ is always ‘locked’ in the left-hand upper corner of the sign; this ‘fixed’ position functions as the only static element in an otherwise completely flexible system:'

Dynamic Wimbledon Logo

The concept behind the dynamic logo is to be another context of being as efficient, and useful as possible with minimum cost. The dynamic logo would be at maximum effect on digital platforms such as TV and Web where animation is possible. Rather than giving aesthetic flexibility, we felt it would be helpful and innovative to make it more informative, than an aesthetic choice.


The dynamic aspect of the logo is the green behind the logo, it moves and changes to reflect relevant information data such as :

• Weather Forecasts
• Rain level predictions
• TV vieweship
• Polls and surveys
• Twitter trends
• Temperature

This information is displayed at no extra cost, and we feel it has aesthetic qualities and looking deeper, the aesthetics are also backed by logic and a systematic communication of data.

E.g. rising temperatures throughout the day at Wimbledon could create TV Idents and transitions that work something like this__