London 2012 Olympics Logo: graphical disaster or original statement?
Over the past 24 hours, following the launch of the new London 2012 logo, a wave of negative feedback has swept the net. In blogs, on news sites people are outraged and shocked at the logo designed by renowned British brand designers Wolff Olins (at a reported price of 400,000 pounds, which I am sure not not just for the ‘logo’ but a whole identity system).
People are even submitting their own logos to the BBC..
Now, as a designer and an owner of a design business myself, I try to be careful before I scream AWFUL when presented with any design. But my first reaction to to the logos, was negative. So was the reaction of the two designer colleagues in the office last night who showed it to me.
The logo, which is supposed to be animated, adopts what I can call a graffiti style some are calling it stone age style). It supposed to be bold, vibrant and appealing to young people who do not want something corporate and bland.
See the new logo animation
See the new brand video
To be fair, many design icons were hated when they were first launched.
The animation sequences are that lead up to the logo are quite interesting. But the culmination of all this dynamism in a broken square shape is disappointing to me.
I think what the designers tried to do is come up with an anti-design statement. To come up with something that the people can own.
Adopt this edgy look has apparently backfired. A graffiti tag in a London underground station is what it is. Turning it into a logo of a mega event seems forced.
And let’s talk about the design preferences of young people. Are all of them graffiti enthusiasts? Don’t they also gravitate toward the sleek, clean design language of Apple’s iPod?
Then again, this ‘shockingly bad’ logo might still surprise us. Good designs often polarizes people (but polarization means something like 50% loving it and 50% hating it). As I said, I don’t take judging these thing lightly.
I would like to know you opinion. See my poll below.
Here are some screenshots of the brand’s animation.
By the way, this was the logo for London’s Olympic candidacy campaign
So..
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June 5th, 2007 at 12:29 pm
man dont forget that this will be the logo for 2012
so may be the designer had this in mind when he designed this … he is one of the most recognized designer and maybe he has an insight where the desgin world is going ….
and even by today’s standards … the design is good … could have been better i admit … but its not bad at all
June 5th, 2007 at 1:54 pm
I find it rather unintelligible. If I didn’t know that the Olympics were in London in 2012, I’d have to study the logo in order to realize that is consists of the numbers. It doesn’t connect with me.
June 5th, 2007 at 3:30 pm
the best comment i read of the design was “that this logo looks like Lisa Simpson [Engaged in something sexual/Edited]”
now try to get that picture out of your head !
June 5th, 2007 at 3:47 pm
When I first saw the design, I was horrified…But then I watched the video, and the logo totally made sense, and now I’m all for it.
I’m glad they didn’t stick with the logo from the bid campaign, because I thought that one was absolute crap!
June 5th, 2007 at 6:31 pm
According to AFP, Bob Neill, 2012 Olympics spokesman for the main British opposition Conservative Party described the logo as “hideous”. Other reactions from the British public? “This logo makes me embarrassed to be English,” said one. Other stated, “It looks like it could have been done by a six-year-old. I could do better with my eyes closed.”
Neill goes on to say, “Questions need to be answered as to how we have ended up in this situation. Was there an open competition to supply the designs? If so, what on earth do the rejected ones look like?”
June 5th, 2007 at 6:50 pm
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June 5th, 2007 at 7:00 pm
Talal WHAT ? I thought the logo was okay, then I watched the vid, and I nearly puked, I’ve seen better stuff on youtube by 14 year old kids, the way the 2D color patches run around the city, in their stale solid color, they just don’t look right, without some sort of shading or lighting effect or whatever they call it, it just looks wrong. And to the other guy, if people build up the negative emotions now they’re not gonna like it suddenly in a few years time.
June 5th, 2007 at 7:18 pm
I’m with Talal – it’s growing on me. Don’t forget Britain is a VERY conservative country… not only that, but people really dig their heels in and complain hard and bitterly if they don’t like something – or they just get dismissively scathing. Either way, a negative response is pretty much guaranteed!
Just now the Olympics organizers have said the logo will grow and develop over the next 5 years… which means we’re bound to end up with some blandly forgettable cookie-cutter garbage by the end of all this!
The best response I heard was from an Olympic sportsman interviewed on the radio – he said nobody remembers the logos from these events anyway, but at least everyone is talking about the London Olympics now – so the designers must have done their job. He’s spot on.
June 5th, 2007 at 7:24 pm
I am trying to like it! I think logos should be easy on the eye however way out the design. It is interesting the controversy it has caused which is what the designers wanted? But, no, don’t like it. T
June 5th, 2007 at 8:44 pm
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June 5th, 2007 at 11:52 pm
the logo is an annoying disconnected composition…the pieces don’t look like they fit right…i think
the animation is long and repetitive…they could’ve made their point in 5 seconds…i ‘also’ think
as for the brand video…
cant see/feel/remember the brand..im thinking
June 6th, 2007 at 8:43 am
seems they have had to close the video of the logo as it was causing epileptics to have fits! T
June 6th, 2007 at 9:29 am
i think the british people can come with a better logo than this!
June 6th, 2007 at 10:29 am
I think that this logo is a complete and utter disgrace
..x
..x
It should b changed
June 6th, 2007 at 10:32 am
URGENT note..
Dear All please check this link from BBC about this brand, read and see how colors and logos and visual materials in its all shapes and colors even the sounds that used could effect our brains
Arabic link:
http://news.bbc.co.uk/hi/arabic/sport/newsid_6725000/6725019.stm
English link:
http://news.bbc.co.uk/2/hi/uk_news/england/london/6724245.stm
June 6th, 2007 at 10:46 am
Can you believe that piece of crap cost 400,000 pounds? Man…
June 6th, 2007 at 10:47 am
I’ve described it in an article as “a stylzed impression of 2012 as shat by a running chicken.”
June 6th, 2007 at 11:35 am
I can undersatnd how hard it must be for designers to forsee what will be ‘ot’ in 2012, but this desigh remeinded from sequences in CTW Sesame Street. Seriously look at the footage compared with some 80’s sesame street footage and it looks the same! How is that furturistic? Or maybe the designer is counter on history repeating itself (as it usually does).
June 6th, 2007 at 12:05 pm
people are talking about it for the wrong reasons though, and although it shouldn’t be as important the rest of the world is watching and from what i’ve read on numerous sites the world has the same feeling as most of you Brits! The notion that the English are natural complainers and that’s all they are doing is off-base with this.
Regarding people talking about the London Olympics, if people are this negative toward the organisation and design now … from this point on everything is going to be ultra scrutinised, people will almost be looking for reasons to complain.
Finally – the fact they have stated it’s targeted in part toward todays youth and trends, then goes on to say it has last 5 years or so ?? The design, even if up with todays trends from a design perspective ( which i’m not sure it is ) will date dramatically as 5 years of new trends, experience and interaction come upon us. It’s style demands to be recognised, which means it’s going to stand out like a sore thumb when everyone has moved past that style
June 6th, 2007 at 7:39 pm
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June 14th, 2007 at 9:23 am
I find it surprising that no-one mentioned whom the logo and the accompanying commercial target in the first place: Londoners. Enthusiasts dub London as the world’s biggest and most diverse cosmopolitan (the jealous call rank it at number 2). The original bid was based on the theme of “Everyone’s games” (amongst others like “the green games” etc.). Graffiti is not a new design concept. Retro is though (check your cloths, your choice of paint job). I personally find different and engaging. Let’s keep in mind that branding is not just about the logo. It’s a lengthy process with supporting mediums.
June 15th, 2007 at 2:51 pm
The original bid was based on the theme of “Everyone’s games” (amongst others like “the green games” etc.). Graffiti is not a new design concept. Retro is though (check your cloths, your choice of paint job). I personally find different and engaging. Let’s keep in mind that branding
September 8th, 2007 at 5:03 pm
Click the link to see how the logo might have been created!
September 8th, 2007 at 5:04 pm
...sorry here is the direct link!
May 14th, 2008 at 9:05 pm
Any logo communicates an image which comes from the unknown that the logo emanates. It could be from its form, its colour or all its elements put together.
Olympic games is perhaps the only event where people from across the globe come together and understand each other.
At a time when disasters are rampant, man hating man, wars, killings it gets left to events like the Olympic games to perhaps bring back love among humans.
Keeping this context in mind i think the logo designed for the 2012 games is real touching and wonderful.
Read this small article in http://soaringbirds.blogspot.com/
to get the clear picture of why this is a remarkable identity that will truly stand the test of time in 2012 and send this message throughout mankind.
Regards
Amaii
June 14th, 2008 at 7:18 pm
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August 24th, 2008 at 11:45 pm
This pink and yellow piece of rubbish looks like a budget airline aircraft tailfin logo, thats about all it is good for in my opinion.