The Colorado Olympic Museum Presents Its "Summary Flame" Brand

Chermayeff & Geismar & Haviv designed the identity for the United States Olympic & Paralympic Museum, taking into account the classic colors of the games and the diamond-shaped facade of the building

The 60,000-square-meter museum, designed by Diller Scofidio + Renfro, will house various Olympic items when it opens later this year.

These include the scoreboard of the 1980 Winter Olympics on Lake Placid and the glittering scrunchie by gymnast Shannn Miller, which she wore at every major competition.

To create the museum's logo, the studio matched the colors of the Olympic rings in a series of stacked stripes. They form a diamond shape that refers to the 10,000 similarly shaped panels that cover the facade of the building – each of which is unique.

According to C & G & H, the logo is intended as an abstract version of the Olympic flame. It is accompanied by a sans-serif word mark.

It certainly achieves what the studio was aiming for – something that is reminiscent of the games but is still individual to the museum.

Given the rich history of graphics and design of the Olympic Games, however, there is a feeling that C&G & H may have pushed this a little further. Perhaps a touch of the crazy energy of the London 2012 logo wouldn't have been wrong.

usopm.org; cghnyc.com

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