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WM-Logo in der Vorrunde ausgeschieden

Gerade wieder bin ich über das Logo der Fußballweltmeisterschaft 2006 gestolpert. Dabei lässt es tief blicken, daß jenes verabschiedete Emblem die Designergemeinde offenbar nicht spaltet: »misslungen« lautet die offenbar einhellige Meinung einer Gilde, die intern normalerweise eher stark polarisiert. Nie war das Medienecho auf ein Design in Deutschland so groß.

Es dürfte gerade Herrn Abold, verantwortlicher Agenturchef, ganz schön nerven, sich von Hinz & Kunz kluge Ratschläge zu diesem Thema anhören zu müssen. Trotzdem verspüre ich ein ausgeprägtes Bedürfnis, auch meinen Senf dazu abzugeben.
Besonders dann wenn ich lese, daß der Auftrag ohne Ausschreibung vergeben wurde und noch dazu ein Jahr Entwicklungszeit in Anspruch nahm. Da kann ich mir die ein oder andere kritische Anmerkung beim besten Willen nicht verkneifen...

Warum erscheint das Logo »infantil« (SPIEGEL) und ungeeignet?
Ich für meinen Teil habe es längere Zeit in Augenschein genommen und glaube, herausgefunden zu haben, was da nicht stimmen könnte: gnadenlose Überfrachtung:

logo06.gif

So viele Nachrichten und Assoziationen in ein Logo gepackt findet man selten - das ist meiner Meinung nach allerdings mitnichten ein Qualitätsmerkmal. Da wäre Deutschlands Freundlichkeit (dargestellt durch Smilies - drei an der Zahl), die deutsche Flagge, der Pokal (lustigerweise fast 1:1 übernommen aus dem Logo von 2002), kulturelle Aufgeschlossenheit (unterschiedliche Färbung der Smilies), Familien-Entertainment? (einer der Smilies ist offenbar ein Kind...), die Jahreszahl (06), Begegnung (die zwei zueinanderzeigenden Pfeile im blauen Smily) und last but not least ein Schriftzug, bestehend aus 3 Zeilen in 3 Schriftgrößen (der gewählte Font erinnert ein wenig an StarTrek, oder?).

Um die Designer-Ehre zu retten hat die Initiative Elf Designer für Deutschland (»Noch ist nichts verloren«) Gestalter aufgefordert, ihre gesalbten Designerhäupter zu martern, Alternativen zu erarbeiten. Und die teilnehmenden Studios wussten, worum es geht und haben sich ins Zeug gelegt.
Hier meine zwei Favoriten:

Mein absoluter Liebling kommt jedoch von Hesse Design: Alles da: modern, freundlich, dynamisch, flexibel, Crossmedia-prädestiniert.
Das Konzept wäre ein echter Farbklecks in der scheinbar grauen Welt der FIFA-Entscheider gewesen - und definitiv auch auf Deutschlands farblosem Image. Fein abgestimmt und gleichzeitig spontan hingekleckst (ich muß unbedingt so ein T-Shirt haben!! :)

Von Barbara Theis und Martin Armbruster (Integral Ruedi Baur) stammt die Idee, die Freundlichkeit, die man sich gerne auf die Landesfahne schreiben möchte, durch einen comicartigen Stil zu visualisieren. Zuerst für mich eine Idee, die ich nicht so recht mit Fußball verbinden konnte, bis ich die dazugehörigen Animationen gesehen habe.
Denn das Konzept entfaltet für mich erst dort seine einnehmende Wirkung.
(Speziell die Rote-Karte-Animation)

Fazit:
Erleichterung! Darüber, daß jenes offizielle Emblem der WM bei weitem nicht das beste ist, zu dem deutsche Designer in der Lage sind.
Enttäuschung! Darüber, daß das Gremium der Entscheider offenbar von mutlosen Zwangskonsenslern infiltriert ist. Nur so kann ich mir die Überfrachtung des Logos erklären. Irgendwer hat mal gesagt: »Gutes Design ist noch nie durch Mehrheitsbeschlüsse entstanden«... True...true...

 Geschrieben von Stefan am 28.10.04 14:21

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