Wednesday, December 14, 2011


English: English and Hebrew Coke labels in an ...Image via Wikipedia

An Adidas shoe with its trademark design-the t...Image via Wikipedia

The Olympic Cauldron as shot through the origi...Image via Wikipedia

The logo presented has been conceptualized based on the notion of MOTION. Taking it from there, we arrived at the conclusion that the LOGO has to project a distinctive identity so that the logo itself becomes a symbolism for factors such as ATHELETICS, SPORTS, and of course, the distinctly BHUTANESE look and feel.

Together with a sense of friendliness, pride, sovereignty and getting down to the nitty gritty- of a practice that is resourceful, renewable and the fundamental connection and understanding of the fact that SPORTS and everything that’s connected or conjured up by that word or image is healthy and harmonious.

To project that image, the LOGOS was conceptualized and then designed to reflect that connectedness and being in sync with the natural order of life; yet bearing in mind its primary purpose – to BRAND it in such a way that in time the LOGO itself should become synonymous with everything that HEALTHY and SPORTY.

The two topics are closely bonded: mirror reflections of each other. What is ATHELETIC will always stay in VOGUE and what is in VOGUE will always comes across as COOL and NATURAL. And that reality and beauty of naturalness is what we focused on. The TWO LOGOS are twins that convey all of these messages but without losing its fundamental identity – the PROMOTION, IDENTIFICATION, MARKETEING and BRANDING of what is one of the most important socio-economic-cultural aspects in the BHUTANESE context- THE PRIMARY IMPORTANCE OF SPORTS and its INVALUABLE HELP.
To depict that, we focused on the TWO DRAGONS, the IOC Logo and the OLYMPIC FLAME, together with the BOC I ENGLISH and in DZONGKHA.

The emphasis here has been to create the DYNAMIC order of all things animate and inanimate. Hence the usage of the IMAGES to convey a SENSE OF MOTION… or being IN MOTION: conveying a circular cycle perpetually in motion. To achieve that effect, we played with, in a manner of speaking, the CIRCLE of LIFE.

THE FIRST LOT (with multiple options)


(1) The first LOGO plays that out in its entirety with the focal fulcrum being the DRAGONS IN FLIGHT and the IOC COLORS) IN MOTION done in an abstract way that actually forms a circular motion in the way the letters have been shaped - to symbolize and to maximize the COOL/NATURAL feel and theme. We chose curvaceous dragons breathing life and flame into the torch; a symbol of strength and honor, and its UNIQUENESS to us as a country.
Ideally, a LOGO should come in as SIMPLE a manner as possible; akin to something like the three black stripes of brands such as ADIDAS that conveys and identifies ADIDAS with the stripes no matter how they are projected: whether horizontal or vertical, the objective of recognizing the ICON/SYMBOL with the PRODUCT is achieved. And keeping in mind reproductions of merchandize such as mugs, t-shirts, letterheads, envelopes, pin badges and other such souvenirs and memorabilia, the STRESS has been on keeping the LOGO COMPACT as ONE UNIT.

(2) The SECOND LOT is the distilled and refined version. Both LOGOS can be used with the primary purpose of achieving recognition; through the dragons, the IOC RINGS and the flame. The colors have been kept optional- meaning any color can be utilized as per the needs of the moment. Silver would look good on a copper colored metal, as would the national colors on tracksuits and t-shirts and so on.
This is then the IMAGE that will naturally generate association with BOC without having to spell out literals. In terms of PACKAGING and MERCHANDIZING, its SIMPLICITY then becomes its STRENGTH; fulfilling the goal of both BRANDING and creating an IDENTITY automatically associated with BOC. Like NIKE’s revered-inverted “SWOOSH” or the three “ADIDAS” stripes, it’s easily recognizable.

The rest of the optional LOGOS in various different postures can be used for different purposes according to the needs of the moment.

The LOGOs depict and reflect each other, with the idea of complementing each other. The explanation here is no different from the above. The idea being the creation of an IDENTITY that is distinct, recognizable, symbolic and designed to create a BRAND associated with SPORTS, ATHELETICISM, HEALTH and HAPPINESS.
The symbolism in use here are the DRAGONS and the FLAMING TORCH, accentuated wit the five continental rings.
Some of the LOGOs were created to make that “STAND-OUT” LOGO (Depicting both Spiritualism and the Kingdom’s Colors).

*Artists (First Lot: Tashi Wangchuk)
(Second Lot: Suraj Limbu)
**Concept & Write Up (Jurmi Chhowing)
Cell* (Jurmi Chhowing) 1775 2294
Email: (

***Martketing: Jamyang Bruce Zangpo
****Artist-at-Large: Chuimi R Namgyal

Turtle Tree Creations - Where Alchemy Happens... Naturally
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Karle Kay said...

have you design the flower logo yourself?

Karle Kay said...
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