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It’s difficult to ignore the hype about the new London 2012 Olympic logo
For me, you can’t beat the simplicity and style of the Tokyo 1964 logo, a beautiful red sphere above the Olympic rings and condensed upper case sans serif type. But… love it or hate it, there are a couple of positives about the new logo.
1. It’s very, very different to any of the previous ones - not a torch or leaping man in sight.
2. It has loads of mileage in digital media and promo materials. Having watched the brand videos, it’s easy to see how the jagged zigzags following young footballers or scaling the Tate Modern is an approach which has legs. The low-tech style is a refreshing change, and the angular devices and multi-coloured approach should make the t-shirts and other Olympic goodies very distinctive. Whether this increases the risk to the public of fits and migarines as the games approach remains to be seen.
3. It’s getting talked about like no other logo I can remember - and didn’t someone once say that all publicity is good publicity?
Branding is a tough business. Clients commissioning branding know they’re sticking their heads above the parapet. When we rebranded Middlesex University the brave new ’signature’ had its instant fans, but it tok a while for it to be loved by all around the university. It was a brave step that paid off in the end.
Commissioning a new logo and leaving an old one behind has been likened to bereavement. Presumably this one feels more like giving birth to Frankenstein’s monster.
