On the 16th of June, 2007, the logo for the historic events of the Coronation and the Centenary Celebrations in 2008 were publicly unveiled, after holding a national design competition, with a very handsome cash prize.
The following is the official logo for Coronation and the Centenary Celebrations in 2008.
4 months have passed by, and being a designer myself, I am surprised not to see much activity by the Bhutanese entrepreneurs in designing products and services for 2008 centered around the logo. This has led me to look at the logo closely.
- Look at our logo for 30 seconds, and try to remember it. Can you remember it? Look at it longer. Can you remember all the details?
- From a 3rd party’s point of view, how easy will it be to reproduce the logo on a t-shirt? Say I want to produce caps with the logo embroidered. Even the most advanced embroidery machine cannot reproduce this logo. And to print it, because of the colours, and the yellow-orange colour gradient, the costs are going to be very high.
- Say I am a tour operator. How would I use the logo to sell Bhutan? If it wasn’t for the writings in English, a non-Bhutanese would not be able to associate this logo with such an important occasion.
- The text “CENTENARY CORONATION” does not work well with the overall design. It looks like it was added as an after thought.
- The 2 0s in “100” that appears across the Raven Crown would have been more effective if the 0s did not have the white fill inside. The Raven Crown should have been visible through the 0s.
- The Dzongkha text “DRUK” looks squashed vertically.
No doubt the logo is beautiful to look at, and it is indeed sacred to us because it has the Raven Crown. The momentous occasion that the logo symbolizes is sacred. It has very beautiful symbolic meanings. But in my opinion, it is not functional. And an un-functional logo is not a great logo.