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The London 2012 logo saga

London 2012 logo

What you see above is the newly unveiled London 2012 logo. To me it looks like a branding exercise with a hip brand marketing PR guru wannabe getting his hands on it and throwing so many “managerial” new speak into it and come up with a big fat almighty mess.

Apparently costing over £400,000, the logo is meant to represent inclusion, and some other nonsense… to me it means nothing. If it were meant to represent inclusion, then why not hold a competition within London’s schools? I’m pretty sure that children could come up with a better design than this monstrosity.

I honestly can’t see how Lord Seb Coe saw 4 jagged edged digits and got…

“It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world.”

“It is an invitation to take part and be involved.”

“We will host a Games where everyone is invited to join in because they are inspired by the Games to either take part in the many sports, cultural, educational and community events leading up to 2012 or they will be inspired to achieve personal goals.”

…from it… I mean, even Blair started hyping up the logo as some sort of change, saying:

“When people see the new brand, we want them to be inspired to make a positive change in their life”

Heck, he almost putting it on to a plateau on the same level as some sort of Deity.

Somehow I just don’t see this logo sitting alongside Buddha, Jesus. Even they’d be confused as to what this logo is meant to represent, if anything … apparantly it’s just not a logo — it’s a …

“..truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games – namely to inspire young people around the world through sport and the Olympic values.”

Err, it’s a LOGO… and just not a very good one either.

Design by committee – London 2012 Olympic Logo

  1. Its “SO R” maybe its a subliminal message, a code that means its SO Rubbish. Its clear that all the attendees invited to speak had formulated their spin long before they clapped eyes on… err.. that thing. I work in graphic design for the web and TV and it just infuriates me the kind of tosh that I’ve heard the politicians and other designers come out with in regard to this new logo.

    It represents nothing, its aimed at “the youf of today” but they will see it for what it is… dog awful. The colours are garish and it will date very rapidly.

    I do hope the public mauling will make the organisers see sense and bin this logo!

  2. Thank you very much for your comment — although I haven’t kept this blog “up to date” (yes, I know its a social faux par), I’m happy to see that people still comment on it.

    Thanks again!

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