Ok, I’ve been inspired to take a break from work and blog something today. What was the cause of this sudden moment of inspiration that has dragged me away I hear you cry! Well, in case you weren’t aware, London is hosting the Olympics in 2012 and today they announced the logo.
First a bit of background.
On commenting about the brand, Lord Sebastien Coe said
It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world.
It is an invitation to take part and be involved.
The mayor of London, Ken Livingstone added
The new Olympic brand draws on what London has become – the world’s most forward‐looking and international city.
And then lord Coe summed it up.
This is the vision at the very heart of our brand
So, let’s take a look at this vision. From the BBC article we can tell the logo needed to be: Inviting; inspire everyone; reach out to young people around the world; demonstrate what London has become and define the venues we build and the games we hold. So let’s have a look at these.
Inviting – As far as I can tell the logo needs to be warm, pleasant to look at, something that brings people together and involves people in the games.
Inspiring – Something that brings hope, something that is going to make people want to be involved in it.
Reach out to the young – That means they need to identify with it, it needs to be something that can be familiar, remembered and create interest.
Be London – Believe it or not London has a booming design industry, it’s diverse, the logo needs to show this, and simple style will do it.
Define venues – The venues are largely going to be new, this means they will be contemporary, stylish, sleek and up to date.
With that in mind, let’s look at the London logo.
Now the question is does it fit with those “criteria”?
Honestly, I don’t understand how it does, or how it was even allowed to be created. If the Olympic committee wants to do the above with their logo/brand they need to quickly revise their design and come up with something that doesn’t look like a 4 year old drew it!
Out of interest I looked at some recent and forthcoming logos for the Olympic games. I found Athens and Beijing.
Now I’m not saying these are stunning pieces of design, but for me they capture the feel of the countries and certainly as I see it, capture some of the essence of their nations. Athens, just looks summery, hot and relaxed, whilst Beijing has that oriental feel to it, exactly what you expect and want to see. For me though, the one that really works and I really like, is the logo for the 2016 Chicago Olympics. It’s just downright stylish, captures the community of the Olympics that comes with passing the flame from nation to nation and it just works so well.
In all honesty, I don’t understand the London logo, I don’t like it, it hurts my eyes and it just doesn’t sum up or represent whatthey were trying to say, nor does it represent the UK and London.