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Olympics Logo Kerfuffle
Yesterday's unveiling of Wolff Olins' new logo for the 2012 London Olympics was slightly less than laudatory.
The mark, reportedly costing some $800,000, was described in terms ranging from "multi-colored vomit-spray" to "hideous" to "ridiculous." Celebrity athletes and public figures, e.g. Tony Blair, were considerably kinder. "When people see the new brand, we want them to be inspired to make a positive change in their life," Blair said. 
Needless to say, an event as prized as are the Olympic Games inspires ownership and pride on the part of the city that is picked to host the games. It would seem that the logo is indeed inspiring, but unfortunately it is inspiring derision, scorn, and contempt. As a brand mark, people don't seem to want to see and feel themselves within it; that's what a logo's job is. Affinity, like consumption, is a primary mode of self-expression. If people can't or won't find themselves and what they like or value within an identity, the logo - the face of the identity - fails.
It is difficult to imagine that the brilliant designers and creative directors at Wolff Olins (a great brand firm by anybody's standards) could have failed to predict how the mark would be received. With a price tag in this price range, surely there was a research budget. Was the logo tested? I hope that Wolff Olins speaks up and lets us know that they were diligent in ensuring that a mark this important was not only carefully crafted, but diligently vetted.
Posted on June 6, 2007 09:46 AM | Permalink
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Comments
Neill:
Greetings.
I am sad to say I agree with you on this. This is particularly disappointing on a couple of counts. Firstly, seeing the mark situated along side one of the great marks of all time is really disjustice - I am surprised the Olympic Committee allowed this kind of proximity!! Secondly, in my opinion, the new mark is very much at odds with what I understood to be the compelling essence of the British Olympic bid, which in short was centered around the idea of rejuvenating communities and fostering generational continuity through the power of the Olympic Spirit. You can go to www.bbc.co.uk and do a search for the presentation done by Sebastian Coe.
Added to which, although I haven't lived in the UK for 9 years, it's difficult for me to accept that this mark speaks to the texture and very core of my home nation....I am traveling there today, so maybe I'll change my mind after I get there!
Paul
Wow...I think my daughter can draw a better logo!