London 2012 today launched the logo that they plan to use to brand the Games for the next five years, to a mixed response.
Within four hours of the launch, nearly 5,000 people had signed one online petition. They described the new logo as “embarrassing” and called for a return to the Thames ribbon logo which had been used by the London 2012 bid team.
The design, described by London 2012 chairman Lord Coe as “edgy”, had cost Â£400,000. “We don’t do bland,” he said.
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“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,” Lord Coe said of the multi-coloured, animated design.
But brand experts were not convinced. “The thing is, if you try to force it on the young, saying ‘This is cool’, the opposite will happen,” Jonathan Gabay, of the Chartered Institute of Marketing, warned.
Gabay did not like the design: “It isn’t cool, it is flat. It doesn’t work, full stop.”
Top advertising executive Barry Delaney, creative partner at Delaney Fletcher Bozell, was another who was deeply unimpressed.
“To be kind,” he said, “it is not very good. The average art student would have done better than that, and in quick time, too. It’s a waste of money.
“You have to ask how it came about and how they came to buy it? The people actually buying it were politicians and Olympic bureaucrats, who are people who don’t quite understand what they are buying.”
In London, the growing row over the logo made the front page story of the Evening Standard, replacing a murder investigation story, while Lord Coe and Olympics Minister Tessa Jowell withdrew from agreed appearances on local television evening news.
Read London 2012’s take on the logo by clicking here
“Hideous”, “Puerile” and “Awful”: read the reactions to the logo at insidethegames.com by clicking here