The London 2012 Olympic Committee unveiled the official logo of the games today. It comes in a variety of colors including pink, blue, green, and orange.
Prime Minister Tony Blair said:
"When people see the new brand, we want them to be inspired to make a positive change in their life."
Organizing Committee Chairman Seb Coe said:
"It's not a logo, it's a brand that will take us forward for the next five years."
The cost of this logo? £400,000
Wow...
I work with companies and organizations to design logos and brand identities every day and I'm sorry, but this new logo just doesn't work.
* It's busy.
* It's confusing.
* It's cluttered.
* The "2012" numerals are hard to identify.
* The color combinations reflect some sort of Skittles binge-eating.
Not good.
With all due respect to Mr. Blair and Mr. Coe, I don't think it inspires "positive change" nor do I feel it is a brand that can take 2012 London forward.
The worst thing of all - the excuse that it's "all about the young people."
International Olympic Committee President Jacques Rogge said:
"This is 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."
Okay - let's be clear - young people around the world appreciate quality design and imagery more than any other generation living. And maybe more than any other generation in history. Just saying "it inspires young people" won't make it happen.
P.S. According to the BBC, the Committee plans to create a different logo for grassroots projects backing the Games.
Ouch.
Message to London 2012: If you're trying to build a brand from scratch - just create one logo folks. Don't complicate issues more than they already are with this original design.
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