Monday
Jun042007
London 2012 - Logo Disrobed
June 2007 
This is the logo unveiled recently for the 2012 Olympic Games in London. Lord Coe, the guy who spoke at this auspicious event said “London 2012 is inspired by you and it’s for all of you.” The people of London are wondering WTF they did to deserve that comment. The thinking was sound: Olympic viewing will take place on a lot of media devices in 5 years time so they wanted a recognisable shape that can work across lots of platforms. Yet it should not look like Lisa Simpson giving a blow job. I love the bold intention to create an original Olympic ID and break from Otl Aicher's Berlin ID (enough with ancient history! most of us weren't born when that work was done.) I'm disappointed that the execution will open it up to massive criticism and give smug design/client conservatives one more arrow.
Creative Review Blog has a great article discussing this avant-garde/dated design piece. I'm sure the wits will be milking this logo for years to come.
ADD: Design Observer has some interesting updates on the logo debacle, including epileptic fits and petitions signed by Ms Lisa Simpson herself.
Reader Comments (4)
[...] embedded within. For a lack of a more elegant way of putting it, I shall block quote from retry: This is the logo unveiled recently for the 2012 Olympic Games in London. Lord Coe, the guy who [...]
[...] Retry said: “Lord Coe, the guy who spoke at this auspicious event said “London 2012 is inspired by you and it’s for all of you.” The people of London are wondering WTF they did to deserve that comment … … [The logo] should not look like Lisa Simpson giving a blow job.” [...]
72 identity by Aicher is dated? Nonsense. The Munich programme was not about a logo (even though the spiral is a beautiful marque).
The 2 things they got right in Munich – one branding and sponsorhip was not used to fund the games. Two, the identity was put together using a bespoke team, assembled by Aicher for the sole purpose of this one event.
As a result the emphasis on the scheme was based on core problem solving. The Munich games were about using information design to devise pictogrammes, wayfinding and navigation systems, and iconic imagery, alongside a plethora of meaningful (and tasteful) merchandise (oh... and some cutting edge architecture for good measure).
If the methodology for Munich was applied to 2012 with todays information technology we wouldn't be complaining about this quick-fix badge.
Mason Wells
designer, Bibliotheque
(curator of the 72 exhibition)
[...] new technology and across traditional and new media networks.” This is what other people think : Retry said: “Lord Coe, the guy who spoke at this auspicious event said “London 2012 is inspired by [...]