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Garsly or genius?
By admin | March 26, 2008
Did you see the logo of the 2012 Olympic Games in London?
Well I must admit, I came short of breath - and not in the positive way when i firstly saw it! Did somebody just punch me, or was that the official logo of the Olympic games?
Well rumors has it that the price of the logo was £400,000 which kind of indicates that there must have been some thought behind it, and not just the result of the winning contribution to a kindergarten competition.
It was even committed by the brand consultants Wolff Olins which is a very respected branding company, being a major influence in developing the craft of corporate branding with classical books by the founder Olins like “The Corporate Personality” (1978) and “Corporate Identity” (1989). Hmm… one should think they know what they are doing… Perhaps there is more to the logo than what your first impression gives…
Apparently the ambition is to create a Olympic Games for everyone, where everyone is invited to take part, and is supposed to touch people like never before and stimulate them to do more, try new things and discover what they are capable of. This is illustrated through the brand video that shows how ordinary people achieve - to them - extraordinary things.
Well I kind of like this idea of involving people and inspiring them to reach for their goals.
But how is that reflected in the logo?
The thought is that 2012 is the brand of this event, and that this should combine the Olympic rings and the City of London together
In order to achieve this, they claim to have created an emblem which 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”.
I give them that it is full of energy and confidence and doesn’t seem to be afraid to shake things up - which it apparently has. And it is probably quite suitable for the “Internet generation” who represent a brand-savvy generation where young people no longer relate to static logos. They say that the logo will evolve in the years to come, and that there is a plan. Perhaps there is some brilliant thought behind it, and i kind of like the idea of creating a logo that is organic and changes over time, but to my opinion, they’d better get cracking on that evolving if it is to reach a standard that lives up to their promises.
The design guru Stephen Bayley condemned the logo as “a puerile mess, an artistic flop and a commercial scandal”. And quite frankly, who can blame him for that statement:-)
What do you think - is the logo garsly or genius?
See more at the official webpage.
Topics: Logo design |
April 9th, 2008 at 9:36 pm
uh….it’s ok. I don’t think it’s genius or terrible, and “ok” is probably the reaction which the designers aimed for, considering the large target audience. I think when you make something for such a wide variety of people you will get very little “wow” effect, but probably general satisfaction.
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