This is probably a first for logo design.
Brands are normally highly protective of their logos, setting out strict brand guidelines that forbid the designs from being altered in any way. We've just seen the International Olympic Committee itself follow that tradition with its new fullWhen it comes to collaborations, partners and sponsors will often put their logos beside each other, but not interfering with each other in any way. There are often discussions about which goes first and how much space should be between each logo.
But the Los Angeles Olympics Games organisers have taken different approach with the LA28 logo, developing a modifiable 'A'. Some athletes have created their own versions, and top-tier sponsors have been given the opportunity too. “You can make your own,” LA28 chairperson Casey Wasserman said in 2020. “There’s not one way to represent Los Angeles, and there is strength in our diverse cultures.
LA28 🤝 Delta Air LinesProud to introduce the first of its kind LA28 and Delta integrated emblem!Delta is an inaugural Founding Partner and the official airline of LA28.Full release: https://t.co/w50VbD4WlR@Delta | @TeamUSA pic.twitter.com/SVYzE5evN8Delta Airlines is first off the block and... well, it's just replaced the 'A' with its regular logo and wing design.
Many people have praised the designs on Twitter, and have noted the opportunities the concept may open up for other collaborations. The PR pro Juliann Fritz said:"Never thought of access for a sponsor to an org's logo like how LA28 has done it, and that the Olympics would do it. Brilliant, edgy, and a bit dangerous." But not everyone is convinced/"Just because you partner with someone doesn’t mean you need to use their ugly logo to make yours look worse," one person said.
Celebrating the world coming together, championing diversity, inclusion, respect, and integrity.@LA28, we're ready. #LA28 #LA28Creator pic.twitter.com/pHismhRL5jDelta's effort is being talked of as the first example of an Olympics sponsor putting its touch on the malleable LA28 logo, but we recall Comcast's NBC coming up with the motion logo above a whole two years ago.
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