On December of 2016, the government from Mexico in collaboration with the Grupo Aeroportuario de la Ciudad de México, S.A. Of C.V. (Airport Group of Mexico City in English) launched a contest to find the new logotype for the new airport of Mexico City, the biggest project in the country, and fortunately there was no winner.
The contest call used the first two paragraphs to praise and admire the architectural design, collaboration of Foster + Partners, FR-EE and NACO, by mentioning the following:
“The new Mexico City International Airport (NAICM) represents the largest infrastructure work in the country’s recent history, which will contribute to the regional development of the eastern Valley of Mexico, resolve the demand for airport services and place our nation in the center of aviation in the continent “
I find it incoherent and shocking that having an architectural project of 180 billion Mexican pesos, the government has decided to launch a contest open to anyone with skills “for drawing and design” to create the logo that will give Identity to the NAICM and with a prize of $75,000.00 Mexican pesos.
I’m sorry to inform to the authorities that created this contest that the skills to draw and “design” don’t make a logo successful, but the knowledge and ability of professional designers to recognize the needs of the project and develop a process with the client to exceed their expectations. In addition, a simple logo is not enough to give identity to a brand, it is a visual system and a series of materials which will give the airport a graphic identity that will represent what this amazing construction will be for the country.
On the other hand, offering the amount of 75 thousand Mexican pesos as payment for the logo design seems like a joke since they are investing thousands of millions of pesos in the construction of the airport. I am aware that this involves architects, engineers, builders, materials, and machinery, among other expenses that in the graphic design process are not necessary, however, if the project is so important for the country and this identity will represent it for several years I think that amount should be reconsidered. And just to give an example, the logotype of the 2012 Olympic Games in London, which was only used only for a few months and was exposed to the world, as the identity of the airport will be, had a cost of £ 400,000, approximately $9.870,000 Mexican Pesos.
As I said at the beginning, fortunately, there was no winner in this contest, or you know, actually there was two winners: the airport and the Graphic Design industry. This past May 4th, the results of the competition were officially announced, 1,044 proposals were received from different parts of Mexico as well as from other countries such as Argentina, Australia, Brazil China, Spain, Italy, and others.
And after a long process of analysis the jury decided not to select any proposal as they did not meet the requirements they were looking for:
“… the comopisición, message effectiveness, typographic use, and originality as well as flexibility, empathy, sustainability, diversity … and potential to develop a system of visual comunciación …”
Obviously, they were not going to find all of that in a contest that only looked for a .jpg file, the professional designers and talented Mexican studios were not going to invest time, effort and money in a contest that did not allow them to develop a complete project and to have a direct contact with the client.
This contest clearly reflects the lack of education that exists in the country and society about the importance of graphic design. If you want to learn about graphic identity for airports here is a great example created by ico Design for the London Luton Airport that includes a complete graphic system formed by an identity, a customized typeface, iconography, space design, signage design and advertising.
But well.. at least this is my f opinion
See the complete gallery of the proposals here http://bit.ly/2pmfBzu