What’s in a logo?

The new logo for the 2012 Olympics has been launched accompanied by the customary list of contrived quotes about what it allegedly conveys to people. These always sound as daft as wine critics finding notes of rhubarb and spinach in a glass of plonk.

For instance, Tony Blair says, “When people see the new brand, we want them to be inspired to make a positive change in their life”. You can just imagine it, can’t you? “Gee, I was a career criminal addicted to drugs and no therapy ever worked. Then one day Tony Blair said here’s an innovative logo but all I could see was a pink and yellow psychadelic blur. That’s when I knew I had to make a positive change in my life.”

Jacques Rogge reckons, “This is a truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games… the brand launched today by London 2012 is, I believe, an early indication of the dynamism, modernity and inclusiveness with which London 2012 will leave its Olympic mark.” Come again, squire.

Actually far from being innovative, this is brand-wank as usual, these quotes bearing all the hallmarks of PR consultants and not the sort of thing anyone believes for a nanosecond in the real world.

For the record, the logo reminds me of Fruit Salads, one of my favourite sweets as a kid, but not much to do with sport and still less all those other high ideals. Or is it just me?

UPDATE: Tony has just emailed me this alternative logo which seems good to me:

14 thoughts on “What’s in a logo?

  1. Rik

    Ha! Bring on the anger 🙂

    Yet another bunch of wackos equating ‘brand’ with ‘logo’ (which in fact makes this whole shenanigan even weirder, considering their expectations for their new brand and the look of that freakish logo).

    And thanks to mr. Coe too: “We will host a Games where everyone is invited to join in because they are inspired by the Games to either take part in the many sports, cultural, educational and community events leading up to 2012 or they will be inspired to achieve personal goals…”


  2. Jeff Risley

    The logo does remind me a bit of “The Wiggles.” And thanks for giving me a new anti-marketing term to use in meetings: “brand-wank.” 🙂

  3. Al

    The quotes sound like a complete load of B*ll*cks contrived at best. As for what it actually looks like.. well, if you squint your eyes it looks like a dazed mechanical squirrel, although I have no idea how that fits in with the ‘Olympic theme’;)

  4. Media Influencer

    Brand-wank of olympic proportions

    Johnnie is in good form today commenting on the new logo for the 2012 Olympics:Actually far from being innovative, this is brand-wank as usual, these quotes bearing all the hallmarks of PR consultants and not the sort of thing anyone

  5. DG

    I agree; the new logo looks horrible; it’s _really_ hard to see ‘2012’ in it – your donut logo on the other hand is _far_ more readable.

    Why couldn’t they just have the olympic rings, and London with a coloured banner going through it (like the donut one?). It would be readable, clear and obvious.

    No doubt some PR/Marketing agency has just pulled off a fast one (reminding me of the emperors new clothes!).

  6. Johnnie Moore

    Thanks for the comments. Actually I don’t care much about the logo either way. What gets me is whatever possesses people to have a grandiose launch for it, nothing could be more calculated to invite ridicule.

    Also, if it’s true they spent £400k on it, that’s crazy. They could have run a competition for a fraction of the price and actually got people involved. Instead of talking “dynamism”.

  7. Stuart

    Hi Johnnie

    Great example! Hope they get a new one fast! As for the donuts – that too is crazy!



  8. Chris Pearse

    I didn’t see the numerals in it until it was pointed out to me – just looked liked continental drift.

    In an attempt to seperate the hype from the logo, I squirm when I hear Coe, Blair et al, but I don’t actively dislike the symbol itself. And I guess that by 2012 it will have been so branded on my mind that it will have done its job.

  9. Simon Wakeman

    London 2012 brand launch – the aftermath

    It’s been an interesting day – having been at the launch of the London 2012 brand this morning and then getting home this evening to read the reaction to the new logo online.

  10. kris

    The new logo looks horrible; it’s difficult to see ‘2012’ in it – donut logo is much much better. Without the rings, it’s looking like some logo, but no relevance to Olympics


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