Ok. I’ll keep this short because it’s day two and I’m sure you are already tired of the new London 2012 Olympic logo scandal.
I picked up the general vibe of disapproval through the media a few hours before I saw the logo and couldn’t wait to form my own opinion on this “obscene waste of tax payers money”.
My initial reactions were “it’s not what I expected” and “it’s also very basic” – and for me, these two reactions are both positive ones.
I expected to see a flowing, freehand, prancing human form suspended over the word ‘London’ in an optimistic script font - like many of the European sporting events that have come before. Thankfully the logo is nothing like this. It’s simple, as all good logos should be, and must be seen in context to be properly appreciated. I’m truly relieved that the design has avoided the red, white and blue, British war-paint colourway, designed to intimidate non patriots. The Olympics is a no prejudice global gathering not a fight on our turf.
I understand the general public’s reaction to a cluster of geometric shapes baring a price tag of £400,000. However, consider the research and deliberation behind a complete and incredibly high-profile graphic identity for an international event, coordinated by an agency with the branding pedigree of Wolff Olins and the price seems quite reasonable to me.
In my opinion the new London 2012 Olympic logo is unique and distinguishable and the work behind it’s creation should not be underestimated. Like Kelly Holmes, Michael Johnson, Jonathan Edwards, Asafa Powell – true experts in their field make it all look so easy.
No doubt that the 2012 Olympics will be an historic and spectacular event. As for the logo, it’s appeal will grow - trust me.