When the competition for the Vancouver 2010 Olympic Games logo was first launched, Madhouse Creative took a stand against the process that was chosen to develop this very important identity.

It was and continues to be our opinion that this type of speculative competition has a negative impact on our industry. If every agency in Canada participated in this process with the professional approach that a project like this warrants, it would drain millions of dollars of lost billable hours out of our industry. If the proper approach is not taken, it reduces the work that we do to mere sketches void of meaning.

When important buildings are up for design, teams of qualified architects are identified, selected and invited to participate in the process. These groups are provided with full details and direction and are paid a fee for their submissions. Why should it be any different in creating a mark where the rights to use it will be sold for millions of dollars.

It was interesting that the day the logo was released, our office received a faxed letter from the Vancouver Olympic Games Committee stating their unwavering protection of the identity and that no unauthorized use would be tolerated. The letter went on to explain that the licensing of the identity is an important source of income for the Olympic Committee and the fees from these rights help to fund the games. How is it that this important mark isn’t worth proper process or fair professional fees?

In our opinion the Vancouver 2010 Olympic Games got what they paid for.