It's All In The Brand

By Craigie_B Last edited 128 months ago
It's All In The Brand
040607olympic.jpg

Today sees the launch of the new brand for the London 2012 Olympic and Paralympic Games.

Two 'sneak preview' videos have just been uploaded and are now online. The 'brand video' one isn't really a brand video at all - but at a time when the recent media focus has been about escalating costs, it's a strong reminder of the inspiration behind the bid. The 'brand animation' video looks more at the logo/emblem which is apparently "dynamic, modern and flexible".

The logo is, well, a bit odd - our initial thought was "What the hell is THAT?" But we like it - '2012' written in a faintly old-fashioned zig-zaggy electro font in a 2x2 grid. The slogan was revealed as "everyone's 2012". It's all officially later today at an event in Camden, which Londonist is attending and will report back on in detail later.

We're amused that someone's Outlook Calendar at the International Olympic Committee HQ must have malfunctioned - today also sees the evaluation reports published for candidate cities wishing to host the 2014 Winter Olympics. Olympic-news-clash-tastic!

Image taken from LoopZilla's Flikr stream

Last Updated 04 June 2007

Tom

According to the official website the logo will be "evolving in the years between now and 2012."

Hopefully this evolution will start sooner rather than later, because this doesn't look great...

Matt

Ha, I thought it said LOR.
Lord of the Rings. Sort of appropriate.

Andy

"What the hell is THAT?" was pretty much my first thought too (although I didn't think "hell") - I don't like it - too jaggy and ugly - I'm just thankful that they resisted the temptation to put on Big Ben, a black cab or a Routemaster!

Andy

"What the hell is THAT?" was pretty much my first thought too (although I didn't think "hell") - I don't like it - too jaggy and ugly - I'm just thankful that they resisted the temptation to put on Big Ben, a black cab or a Routemaster!

Mark Wilson

What a abhorent waste of money!

A big celebration and a huge design budget when we already had a logo that was iconic and easily identifiable - not some Lily Allen-esque, ASBO-fied, visual, eye-rape crap!

Steve

Hmm, looks a little swastika like.

Mocha

It's obviously a hoax of some kind. Like that kidney reality-TV show the other day. There's no way this is for real. I mean, people have different opinions about design, but nobody could think this looks good.

jk

Hazah, there's already an online petition to get it changed. htWIGWAM://www.gopetition.co.u...

It was designed by the same people that did (Product)Red.

Matt

The whole city thinks this looks crap judging by the comments on the BBC site.

Finally, the Olympic organisers have united all Londoners by a single issue.

will

So that's where Nathan Barley ended up working, the pitch must have been s**t-hot, because the logo is just s**t.

legibility appears to be an undervalued commodity amongst these marketing numpties.

Tom Taylor

Don't know what they were thinking. It's horrible!

Tom

"Hmm, looks a little swastika like."

People here in the office saw a resemblance with the lightning bolts of the SS logo.

Edwin Lyons

I think its an appalling logo:

- the 2012 is very hard to read
- At a small size/resolution (e.g. printed on clothes), the 'london' and the olympics rings will vanish.

WIGWAM://www2.b3ta.com/host/cr...
WIGWAM://www.afinkawan.co.uk/s...

Edwin Lyons

Could you really not take your own screenshot of the website? Why take it from flickr?

CRAiG

I'm a relatively new contributor to Londonist, and rushed to get the article up after we were alerted at 11am, following our creative commons guidelines. could have taken my own screenshot, you're right...

Zero Lubin

The logo is awful - I think it is a precursor to how the money is going to be wasted.