LONDON 2012: Twelve Olympic posters unveiled - but just one features the rings and none say London
LONDON 2012 organisers have revealed the posters that will be used for next year's Games - and just one features the Olympic rings and none say the name of the capital.
Artists such including Turner Prize winners Tracey Emin and Martin Creed were behind the collection, which features six commissions each for the Olympics and Paralympics.
But the absence of traditional symbols will leave a lot to the public's imagination, instead, abstract paintings and thick brushstrokes are supposed to symbolise the Games values of respect, excellence and friendship.
But to go beyond sport was exactly the idea, according to Emin, who defended the modernist approach.
The previous posters were all about strength and I dont feel that way. People who watch the Olympics like the emotional side of it," she said.
Culture runs alongside the Olympics. London and Britain have a lot of more to offer than just sport and it really is a good chance for the UK to show everything that is going on in art.
People who might not go to commercial galleries will be exposed to the highest end of the cultural visual arts in Britain through these posters.
Emins poster, called Birds 2012, shows the Paralympic logo below two birds appearing to kiss beneath the words: You inspire me with your determination and I love you.
She developed the idea after talking to athletes and Paralympic Games organisers and said she almost gave up in despair after spending a lot of time drawing different symbols, until coming up with the final version.
I wanted to put the Paralympic logo which has a really lovely shape, as opposed to those very restrictive Olympic rings, I also wanted to pass a more universal message. It looks like nature, about being positive, also very sweet," she added.
"Paralympics are incredible, amazing, challenging, inspirational, all those things, so these are the words that I chose. Its not just about sport, I wanted to be more than that. I wanted to be like a love letter, a message.
Leading Brit artists Anthea Hamilton, Howard Hodgkin, Chris Ofili, Bridget Riley, Rachel Whiteread, Fiona Banner, Michael Craig-Martin, Gary Hum, Sarah Morris and Bob and Roberta Smith are also part of the project.
And the posters popularity among the public will be put to the test when sales begin at the London 2012 online shop, with Hamilton's poster Divers the only one to use a traditional Olympic symbol.
Banner, whose commission Superhuman Nude represents a Paralympic athlete, along with words that intend to show the nervousness before a race, added: I think the public is able to understand good art, theres not a huge amount of mystery to it.
"Different people will read all of these posters in different ways depending on the experience they brings to it.







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