Thursday, August 9, 2012

Best logo ever (for three weeks, anyway) We're-Making-the-Stuff-So-We-Can-Put-Whatever-We-Want-on-it Olympics Merchandise division

An Olympics contrarian, I might as well go all the way and say I like Nike's Team USA logo designed for the basketball and track team uniforms, made from recycled plastic bottles.

Many hate the logo.

Google "Nike USA logo," and the first result you'll find is from a sports blog: "Nike's Team USA basketball logo is hideous."

Too much emphasis on the S, says the blogger, because no one calls it the United STATES of America. Too much like a superhero emblem, says another critic.

Though I wonder idly why U.S. athletes don't have a more, you know, uniform look, I won't go as far as a Fox News, which declared the U.S. women's gymnastics team's fuchsia leotards unpatriotic.

Crown me king of U.S. Olympics, and I'd impose this logo on the uniforms … mainly because its power snuck up on me.

Especially the alternate usages, one with the "u" and "a" upturned like wings (and framing pectoral muscles), the other with "u" and "a" swept down like a chevron. The larger symmetrical "s" creates an anchor and point for each unified V shape. The angles of the letterforms align to create a typographic unit.

The whole logo buzzes slightly like an Escherian optical illusion, looking, every millisecond or so, three-dimensional, pushing in, pulling out, across the chest.

Simple and clever. I don't care what the critics say: That I've got too much spare time on my hands.

Yeah, it looks like a superhero emblem. For this instance I say, so what?

Had I truly time to waste, I'd wonder what's with all the bright yellow Nike track shoes.


  1. well they paint school buses yellow because you see yellow faster than other colors, so obviously yellow shoes go faster? It's pretty hard to argue with that kind of science.

    *this comment may need to be peer reviewed

    1. the peers have reviewed, and damned if you aren't right!