Why will it still be ‘Tokyo 2020’ in 2021?
It has finally been announced. The Tokyo Olympics stand rescheduled to July 23, 2021, and will run till August 8. Interestingly, however, the event will retain the Tokyo 2020 name. Wonder why?
Well, the International Olympic Committee (IOC) and The Tokyo Organising Committee of the Olympic and Paralympic Games (TOCOG) have unanimously agreed to retain the “Tokyo 2020” brand name for the Summer Olympics despite the deferment of the event by a full year. The arguments in favour of retaining the branding are many.
For starters, the Games have been referred to as Tokyo 2020 for nearly five years now, since 2015. Hence the moniker has kind of become synonymous with the event. A more persuasive argument also is that the Tokyo 2020 branding has already been emblazoned on merchandise everywhere, and official stores have been retailing the stuff since 2018, including a $15,000 gold bar. A changeover would be costly, and would really serve no purpose. Unofficial estimates put the value of IOC/TOCOG merchandise at $200 million, which would have to be junked in case the branding became Tokyo 2021. And this does not include goods specially branded by Olympic sponsors already in stores, or waiting to be shipped from warehouses, the value of which could be at least 10 times more.
The Tokyo 2020 name has also been carved onto the Olympic relay torch, and the logo shouts at you from all over Japan, from its billboards and transport system to commercials and digital clocks around the nation. The winner medals have been cast and readied… it is best therefore to look at the postponement as just a time leap, nothing more.
Most importantly, Prof Yuji Kawakami, economics professor at Tokyo’s Teikyo University has pointed out the “Tokyo 2021” branding has already been copyrighted by a major art event slated to be held next year. If the IOC were to switch to Tokyo 2021 branding, it would most likely result in a copyright clash, which may not have any quick or easy resolution.
Tokyo Governor Yuriko Koike also has an interesting perspective to share. She has mentioned in media interviews that the Olympics have always been held in years with even numbers. “An odd number is out of the question,” she emphasised. Hmmm! Interesting.
Not everyone though agrees with this asis-where-is approach. Marketing gurus feel that leaving the logo as-is could feel like a “shrug”; as if worldwide consumers are supposed to just kind of accept the brand as a global misprint, due to circumstances the world is still grappling with. They would prefer a “refresh” even if it means some cosmetic additions or changes are made to Tokyo 2020 just to signal that the scourge of the pandemic is long past and the Games represent a new today, and a newer tomorrow. That of course, given that the Covid-19 is still raging unabated in most world geographies, is wishful thinking at least for now.
Design experts too are of the view that an unchanged logo would seem to convey a status quo which is actually not the case with the Olympics. The world in 2021 would hopefully be a better place, rid of disease and rid of fear, that has defined 2020. So, symbolically a rebranding would, and should, convey new hopes and new happiness. The most obvious suggestion is to add an element to Tokyo 2020 even if the overall branding remains untouched. Suggestions have come forth on adding a “plus” sign after 2020 to symbolise a step forward. Others have suggested a change of the colour of the logo for differentiation from the past. Someone has come up with a 2020 rendition with sun rays shining through the zeros, symbolising both the land of the rising sun, and a happier Olympics for both athletes and the spectators. Each of these is a valid suggestion.
There is yet also the contra school of thought that believes that in design terms sticking to the Tokyo 2020 branding shows steadfastness, grit and resolve in the face of adversity, disease and death. It kind of reiterates a commitment to history, and underlines that the spirit of the Olympics can overcome just about anything in terms of challenges and headwinds. So, sticking to Tokyo 2020 is a tribute to the thousands that have perished in the current pandemic. The Olympics nevertheless continue to stand proud; stand true to their motto… Citius, Altius, Fortius… faster, higher, stronger. Especially stronger.
The branding or rebranding of the Summer Olympics is an interesting case study for marketing folks. It has almost no precedents. In fact, the retention of the Tokyo 2020 branding as-is will in itself become a guiding example for future brand thinkers. For Japan though, just the holding of the Olympics is more important than any branding debate, and Tokyo 2020 will remain “United by Emotion” , the theme of the games.