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06 Jun, 2007

London 2012 Brand Backlash

Posted by: admin In: Culture| Design| News| Typography

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.

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