Co.Design

And the Olympics Uniform Gold Medal Goes to...the Dutch! (Designed by Canada)

dutch-uniforms

How about asking a native artist from the host nation to design your Olympic uniforms? That's what the Dutch did, and I honestly think they deserve the gold medal in design.

I’m really impressed with the fact that they placed the art, culture and imagery of Canada--the place where their athletes would actually compete--above the national iconography of their own. They did so without aping the national colors (red and white) or primary icon (the maple leaf) of the host but rather by utilizing the rich cultural imagery and motifs of the Northwest Canadian tribes. The Dutch team's look was created by Canadian artist, Alano Edzerza. Take a look and see if you agree, then cast your vote. We need a gold, silver and bronze on the uniform design medal podium and I'd love to hear some feedback.

On another note, keep your eyes peeled for a bright orange blur on the speedskating oval. It's the event that the good-natured Dutch absolutely rule. It's their national sport and their fans at home, as well as at the Olympics, are absolutely rabid. Unfortunately their coaching staff has a directionally challenged weak link. No matter in terms of uniforms, this design looks as good in consolation as it does in victory.

[Top images via Edzerza Gallery; bottom images via the Vancouver 2010 site]

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Principal and chairman of Duffy & Partners, Joe Duffy is one of the most respected and sought aftercreative directors and thought leaders on branding and design in the world.Joe's work includes brand and corporate identity development for some of the world'smost admired brands, from Aveda to Coca-Cola to Sony to Jack in the Box toSusan G. Komen for the Cure. His work is regularly featured in leadingmarketing and design publications and exhibited around the world. In 2004 hefounded Duffy & Partners as a new kind of branding and creativity company,partnering with clients and other firms in all communication disciplines. Alsoin 2004, he received the Medal from the AIGA for a lifetime ofachievement in the field of visual communications. His first book--BrandApart--was released in July 2005 and in 2006, he was recognized as one of the"Fast 50" most influential people in the future of business by Fast Company.

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