In graphic design, an ‘exclusion zone’ is an area around a logo which must be left clear. Corporate brand and logo usage guidelines demonstrate the proportion of vertical and horizontal space around a logo into which no other element can intrude.
In urban design, exclusion zones are becoming commonplace in relation to sponsorship of sporting events. The Brand Exclusion Zone is the newest form of urban demarcation, and can be used not only to affect signage and advertising, but also restrict personal freedom of choice. Within this context, the London 2012 Olympics represents one of the most radical restructuring of the rights of the city in London. The ‘canvas’ of London will belong exclusively to the Olympic marquee brands.
In essence, London has abdicated all rights and responsibilities to the International Olympic Committee, and implemented legislation which creates radical new spatial demarcations not only within the Olympic Park, but because of the distributed nature of the Olympic venues, across the whole of central London. London has surrendered the traditional rights to the city to the demands of the Olympic ‘family’ and their corporate paymasters. What the IOC want, London will give. London will be on brand lockdown.
Read the full article on the kosmograd blog