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Visual Communication

Japan Pulls Olympics Logo Under Accusations of Design Plagiarism

Tokyo's logo woes

By Rain Noe - September 2, 2015

When Japan released the design of their logo for the 2020 Olympics, it was widely derided as being unattractive. Now an even more serious allegation has been made: It's not just ugly, it's stolen.

That's the assertion made by Olivier Debie, a Belgian graphic designer whose 2011 logo for a performing arts theater seems too close for comfort. Let's look at them side-by-side:

Enter a caption (optional)

Debie began lobbying the Japanese government shortly after the Olympics design was unveiled in July. He subsequently created the following gif, which was recirculated on social media and built a groundswell of support:

Debie's protest appeared to fall on deaf ears within Japan throughout August, with the Tokyo organizers insisting the design was original. Debie subsequently threatened legal action, and yesterday the Japanese government finally capitulated, canceling the design.

So what happened here? The man responsible for the Olympics logo, designer Kenjiro Sano, claimed that the work was wholly original and that he had never seen Debie's design. Opponents pointed out that this was the second time Sano has been in the news amidst accusations of design plagiarism, following an earlier campaign for beverage manufacturer Suntory:

Kenjiro Sano…said he failed to properly supervise his staff and conceded that they had "copied" the ideas of others in creating tote bags for Suntory's non-alcoholic beer campaign.

Reading between the lines, Sano supporters would say it's possible junior staff were responsible for the plagiarism; opponents would say that's no excuse. Supporters of both Debie and Sano held Twitter skirmishes, but following yesterday's announcement Yoichi Masuzoe, the Governor of Tokyo, made his position clear: "I want Mr. Sano to provide an explanation," said Masuzoe. "I feel like we have been betrayed." (For those unfamiliar with the nuances of Japanese diction, these statements represent fury.)

Apparently there is still some confusion about what will happen next. Belgian newspaper Deredactie indicates Debie will drop the lawsuit, but a headline in Japan's Kyodo News reads "Belgian designer not to drop suit despite Olympics logo withdrawal."

One thing is for certain: As Tokyo's Olympic organizers cast about for a replacement logo, the submitted designs will surely get a harder look.

Visual Communication

Rain Noe

Rain Noe is a writer and industrial designer based in New York City.

6 Comments

Noodle Time

3 years ago

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the context is silly, it would be just as silly as Volkswagen suing Honda because they stole their basic design, that is, a vehicle with 4 wheels, a bonnet, windscreen, arial and boot...

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Ray Jepson

3 years ago

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David: I can't imagine using helvetica or comic sans with that logo. It needs a serif font. In fact, the Tokyo one doesn't use the same font, look at the serif on the T. More round on the Tokyo and more square on the Liege.

Another aspect: Do you really think a graphic designer working in Tokyo is perusing tiny village theatres in Belgium for ideas? Same city, perhaps. Same country, could happen. Another continent, culture, language...doubtful.

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Ray Jepson

3 years ago

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They are both nice in my opinion, but not terribly creative. Logos based on type are fairly constrained creatively speaking.

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Christopher Flechtner

3 years ago

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I agree with Noodle Time. My wife went to college with Sano san and we have had numerous conversations about this unfortunate event... She cant imagine he would knowingly copy a design. Unfortunately it seems the dirt diggers in Japan have had a field day with this to the point of obsession.

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Noodle Time

3 years ago

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they definitely look similar... but they are both very basic geometric shapes. There will always be similarities when you use only rectangles and circles. I think it is a bit of a stretch to say it is plagiarism.

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David Schwalbach

3 years ago

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I am sorry, but whether conscious or unconscious, that is a ripped off design. It is more then just similar shapes. The entire essence of the original is in the Tokyo2020 logo. Down to the same typeface... that is more then just coincidence. As a designer, would you stand behind putting out work that is that close to someone else's?? Design requires research, as much as it does creativity.

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