London 2012 Brand Backlash

2012 Olympic Identity

It’s not often that design gets the level of press coverage that it truly deserves, and when it does, it’s usually negative– as is the case with the hub-bub surrounding the recently announced identity for the 2012 London Olympics. Almost 50,000 people have signed an online petition to have the logo– designed by Wolf Ollins at a cost of $800,000– changed, and there have been reports of animated versions of it causing epileptic seizures.

Personally, I think the brand is atrocious. Not only does it not evoke ‘London,’ but it also fails to convey anything but clashing colors and meaningless abstraction. But I’m just a lowly design student, so let’s see what other people are saying.

Love it:
Coudal PartnersJust like you, our first reaction was shock. But we talked about it all morning. By 3pm, we decided we love it. And here are ten reasons why you should, too:

The SerifIt’s got that Marmite factor. But we find that even with things that people start off disliking, they get used to them. & …it’s incredibly noticable, brave and confrontational.

Hate it:
Seth GodinA great logo doesn’t mean anything until the brand makes it worth something.

Design ObserverThe London 2012 logo is a solid gold stinker.

Ambivalent:
Speak UpI believe, despite any ensuing boo’s, that this is some of the most innovative and daring identity work we have seen in this new millennium, and the lack of cheesy and imagination-impairing gradients gives me hope that identity work can still be resurrected on a larger scale.

It was only when discussing the image with my mother was I able to glean some meaning from the spilled tangrams.

2012 Olympic Identity Deciphered

At least this shows that there was some reasoning behind the brand other than abstract PR nonsense.

5 thoughts on “London 2012 Brand Backlash

  1. It has to go, there is no-one on the planet that does not think it looks like the simpsons siblings enjoying oral.

  2. Saved by The Bell called n said they needed their their script n colors to air the re-runs. lol I cant bellieve they spent so much money on something my little brother could have done and the color scheme is atrocious. If they decide to keep this then we really are regressing into the past.

  3. Pingback: Transmit – the blog » It’s not just the logo

  4. Pingback: It’s not just the logo | Digital Asset Management

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