Anchor Man 2024
Corporate Design proposal for the 2024 Olympic Games bid by the city of Hamburg, 2016

The "Anchor Man" is a logo and Corporate Design proposal for the 2024 Olympic Games bid by the city of Hamburg. Inspired by children’s drawings, the logo is simple and honest, ambiguously showing a jumping stickman and an anchor, representing Hanseatic heritage. 

The general visual identity, consisting of bold lines, a vibrant color palette and black&white photography supports an inclusive approach to create an unpretentious look and feel, culminating in a crowdsourcing App, where users can contribute to the Corporate Design by drawing iconic representations of their favourite things. Thereby, the 2024 Olympic Games would have become the Games for everyone.

For the official 2024 Olympic Games bid by the city of Hamburg, the design agency Mutabor submitted a pool of logo proposals to a creative jury, who chose the "Anchor Man" as the favourite to represent Hamburg. In the end the DOSB decided to use the "Wasserspiegel" concept as the official Logo, going with a more subtle approach. 

Credits

Client: Self-initiated design competition by Mutabor, DOSB, City of Hamburg
Concept, Art Direction and Design: Hojin Kang
Design: Barbara Madl
Supervision: Heinrich Paravicini