How predictable the reaction to the London 2012 logo - lots of criticism, laughing and “How much…?”. A bit like my granny’s reaction when she first saw the cover of ‘Sargeant Pepper’s Lonely Hearts Club Band’ back in 1967.
London 2012 has to deliver alot more than a slick Olympic games, it has to transform this country’s attitude and approach to sport and physical activity. The most critical audience for LOCOG, if it is to fulfill its legacy ambitions, is to convert a whole generation to a more active, healthy and positively competitive lifestyle. If this means creating a logo that makes the average person squeal for a few days, so be it.
A logo is designed to make you think of the brand promise that lies behind it. Triggering that memory is the logo’s most important role. If you are not convinced by the logo itself click here to watch the film on the London 2012 site.
I have had no hand in creating this logo, nor am I connected to anyone who did, but I was involved in some of the original thinking that helped to win the bid and I think that the brand story is spot on. If the logo reminds you of that story it works.
I rather think that in a few weeks we will have all moved on.
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