Friday, 2 October 2009

Logo Failure

The design for the 2012 London Olympics has undergone some serious criticism within the press and from the general public. I remember hearing about the terrible state of the logo design before I even got a chance to see it for the first time. I find this very disappointing! If you type ' 2012 London Olympic logo Design,' into google, a list of negative articles spring up onto the page. The general consensus within the public is that it comes across as too patronizing and have failed to get a correct understanding of their target audience. In a Guardian article, the logo had been 'likened to cartoon character lisa Simpson giving a blow job to london.' which i thought was extremely funny and sadly quite true!

The message in which the brand is trying to communicate is as follows:

We need a powerful brand to help us achieve our ambition. A brand that combines the power of the Olympic rings and the city of London together.

The number 2012 is our brand. It is universal and understandable worldwide

Our emblem is simple, distinct, bold and buzzing with energy. Its form is inclusive yet consistent and has incredible flexibility to encourage access and participation. It can communicate with anyone from commercial organisations to kids playing sport.

It feels young in spirit. Full of confidence, certainty and opportunity. Not afraid to shake things up, to challenge the accepted. To change things.

Clearly they have started off on the wrong foot, and set themselves a challenge that was out of their reach. It seems to me as if they have made too many assumptions and of what was needed which is why it has caused such a commotion.

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