The 2012 London Olympics logo is one of the great design controversies of the last few years.
Sure, earlier this year Pepsi caused a stir when they unveiled their new logo but the reaction to the 2012 Olympics logo has been loud and visceral.
Wolff Olins, a design firm, came up with the logo based on the idea that the games will be “for everyone” and engage a younger audience.
Results of a very unscientific poll of the Strategic Guru team are pretty clear – we hate it.
- The colors are harsh, bright and very 1980’s. Judging by the fashions on sale at the local mall, they are back in a big way, but should those trends be reflected in a logo for games that are still 3 years away?
- It’s difficult to discern that the pink shapes spell ‘2012’ – a Strategic Guru staffer thought it was a stylized ‘R’ topped by a 20.
- Jagged edges don’t feel inviting or welcoming – they say “stay the heck away or we might gouge you”!
- How does this logo reflect the host city? The London 1948 logo below prominently features a London landmark – Big Ben and Parliament, and feels prim, proper and very British.
Logo design should be intriguing, stimulating and memorable. Perhaps most importantly, it should also connect with the target audience. A poll on the BBC website reveals that most respondents really, really detest it. A missed mark.