The "magic touch" of the advertising agencies

Madrid launched its bid for the 2020 Olympics this year with a logo, which presented how "magic could be the touch" of one advertising agency on a really good in fact design.



The original design was created by 22-year-old Luis Peiret, who is a graphic arts student from Zaragoza. His design of the logo was chosen in a competition by Spanish Olympic Committee. Here it is.

Original logo design by Luis Peirets, via elmundo.es

The script of the original logo says M20, but then comes the agency, called TAPSA (according to this report), which one modified the design in such a way, that:

• there was included an incorrect accent on the "i" of Madrid
• there was removed the black color of "Madrid 2020"
• the  logo looks like "20020", because the agency trimmed the bottom of the design and this leaded to the visual confusion.

And the end result is:

Image Source: madrid2020.es

What do you think - how "magic" could be the touch of one advertising agency on the original work of one designer?

Wish you a nice day.
K.K.

Image Source: morguefile.com