As Utah prepares to host the 2034 Winter Olympics, the newly unveiled logo has sparked a lively debate among graphic designers and the public alike. A trio of graphic designers from St. George, known for their YouTube channel 'Geezy Tees,' have taken it upon themselves to dissect the state's Olympic logo, revealing hidden elements that represent Utah's iconic landmarks. Jeffrey Thain, Kyle Kelsch, and Matt Gubler, who have been in the graphic design and screen printing business for over eight years, emphasize the importance of a logo's connection to its location and community. The logo was introduced in November 2022, shortly after Salt Lake City was awarded its second Winter Games, a milestone that has reignited interest in the state's Olympic heritage. The designers noted that effective sports logos often resonate with their geographical context, creating a sense of pride among local residents and athletes alike. According to Gubler, a well-crafted logo should reflect the essence of the area it represents, enhancing its appeal to the community. Thain compared the new logo to the 2002 Salt Lake Olympics design, noting that the current iteration feels more contemporary. "The 2002 logo had a distinct feel that embodied the Utah Olympics theme, which isn't to say it was ineffective. However, the new logo appears to pay homage to the natural, 'granola' vibe that Utah is famous for," he explained. This modern approach could attract a younger audience, which is crucial for the long-term branding of the Olympics. One noteworthy aspect of the new design is its subtle incorporation of Utah's natural features. Gubler pointed out that the logo includes hidden elements that mirror the state's topography, much like the concealed arrow in the FedEx logo. For instance, he mentioned that the letter 'A' in the logo is reminiscent of the Delicate Arch, one of Utah's most famous landmarks. This deliberate design choice aims to create a deeper connection between the logo and the state’s unique geography, making it more memorable. However, the logo has faced scrutiny for not explicitly stating 'Salt Lake City' within its text. Kelsch defended this decision, arguing that focusing solely on 'Utah' enhances the overall branding strategy. "The Utah brand has become significantly stronger in recent years compared to the individual branding of Salt Lake City or Park City. Celebrating the broader identity of Utah positions the state as a premier destination for tourism and sports," he said. Despite the criticisms, Kelsch acknowledged that the 2034 committee has indicated that the current logo is temporary and that a finalized version will be revealed in 2029. This announcement has led to speculation regarding whether the temporary designation was a reaction to the backlash from the public and design community. Kelsch expressed curiosity about the timing of this clarification, wondering if it was influenced by the feedback received shortly after the logo’s initial release. In addition to analyzing the Olympic logo, the designers discussed what would constitute a strong logo for a local sports team in St. George. Gubler reminisced about the city’s former minor league baseball team, the St. George Road Runners, suggesting that the name perfectly encapsulates the local wildlife and culture. "Roadrunners are ubiquitous in our area, and the name is unique enough that it could effectively brand a team while also resonating with the community," he said, highlighting the potential for untapped market opportunities in local sports branding. The analysis of Utah's 2034 Winter Olympics logo underscores the complexities involved in logo design, particularly for significant events like the Olympics. As the designers from Geezy Tees continue to critique logos on their YouTube channel, they provide valuable insights into the intricacies of branding, community connection, and the importance of visual identity in sports. The dialogue surrounding the 2034 logo not only reveals public sentiment about Utah's representation but also serves as a reminder of the impact that design can have on local pride and cultural identity. As the state gears up for the Winter Olympics, the anticipation surrounding the final logo is palpable. With the promise of a redesign in the years to come, the current logo will serve as a focal point for discussions on branding and identity in Utah, ensuring that both critics and supporters will continue to weigh in as the event approaches.