Seems undeniable to me the similarity between the Madrid 2016 logo and the 5 a day. A palm of the hand stained in different colours is the image that both projects share for very different objectives. Madrid 2016 makes reference to a multicultural and welcoming city, while 5 a day takes several years recommending consumption of 5 pieces of fruit per day for a diet with this image it heals. When a brand goes on the market, should perform a previous job, plotting a strategy, knowing and delimit the objectives pursued with an emphasis on values and contents that you want to convey and, above all, be clear where we want to go. In the case of Madrid 2016 aims to be Olympic city. But from my point of view, the logo does not transmit any energy requiring our goal because that part of the essence loses strength insofar as it shares elements with other designs and is not 100% exclusive.

The creativity of the image is undoubtedly a fundamental step in the creation of a logo, the raw originality at this stage and while I blindly support the candidature of Madrid 2016, I believe that our logo has that weakness, weakness be something already seen, a kind of deja vu, feeling it has been seen on another site I guess that Madrid will have this theme very well tied and be assured that there is a subsequent lawsuit or action that can blur the image of the Olympic capital, prevention is better than cure and above all, as Sun Tzu said, we can lose or win the battle but that not caught us unawares. If they have professional advice of how to launch a brand, they should certainly change advisers. Rafael Muniz, CEO of rmg & asociados and member of the Top Ten Strategic Marketing Spain.