The logo for the 2012 London Olympics has just been unveiled and was met by, what I assume to be, polite clapping and a backlash of resounding disgust.

“Unlike previous Olympic emblems, the logo does not feature an image from the host city. (snip) This is the vision at the very heart of our brand,” said London 2012 organising committee chairman Seb Coe.

“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.”

And everyone is taking part, mostly taking potshots– the more uncanny would be a commenter who describes it as “London 2012 Olympics Logo resembles Lisa Simpson giving head.”


The main target is the youth, hence the “radicalization.” I’m not exactly convinced it gives off that vibe. Nothing about it reflects British pride. Nothing about it is aspirational or youthful. It’s different, I’ll give them that, but the design really lacks appeal. Especially merchandising appeal. Who would want a shirt of that?

The cost of this logo? A whopping £400,000 (!) awarded to brands consultants Wolff Olins. Hefty sum you got there. This has naturally sparked some outrage given that the organizing committee’s budget has already quadrupled since the initial stages of planning.

Organizers must take a look at these, uh, creative alternatives.


UPDATE: Think the logo was bad enough? Oh, it just got worse. “The media regulator Ofcom has begun an investigation into claims that TV footage promoting the London 2012 Olympics has triggered epileptic seizures.” Jesus.


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