London 2012 Logo

Oh grife... so let me get this straight - the logo looks crap still, and the animated version they said was the priority can't be shown because of the Pokémon effect.

This is a disaster on every level, isn't it?

Surely just a warning on the website would suffice.

But the moving version is the important part of the branding, they can't put warnings everywhere it is used. The thing's got to be re-editted.

re-edite, they shoul start again, an gave us a logo which actually means something, not some blocky rubbish drawn up in 2 an a half minutes!

Which begs the question, should they perhaps genuinely think about changing this completely?

The combination of a basic error in overlooking the flashing sequence dangers, with the widespread dislike for the logo (static or otherwise) would - if I was part of the 2012 Olympic comittee - probably make me start to question whether it would ever win over the public.

One thing is for sure though - this 'evolution' of the idea better be darn good to make up for all the failures thus far. Although I'm worried that if this involves actively changing the main logo over time (one of the few ways from stopping the logo getting plain boring in the coming years), it could be counter-productive and end up with a weak brand for its inconsistency.


In any case, I keep arriving at the conclusion that a traditional logo with a London link (a la the previous 'Thames Ribbon' style idea) would have saved a whole lot of bother and been a whole lot more well-received too.

CAN they now? Serious question - sponsors, starting with Lloyds TSB, have started rolling out London 2012 branding based on this logo already, and presumably they and the IOC have been given some sort of commitment that This Is It.

Contractually, they might not be able to make any major changes now.

I suppose Lloyds TSB would have a say considering they've probably paid the money that created to logo.

Don't think it's too late though, if the design is tarnished enough that it will have a negative effect on the Olympics (and I think that is starting to happen) then they'll have no choice. There's plenty of time before the bulk of the branding gets rolled out

Nope, like it or not, that's it now! It can't be changed.

I guess as the brand evolves, so will the logo, using the evolution as an excuse to do some emergency surgery on this awful disaster.

This is a typical marketing ploy called money for old rope or the gravy train. Everytime its redesigned (sorry 'evolves') some marketing company gets paid a shed load of money.

What a stupid rule, especially the fact that you can't use the "candidate bid" logo as the final.

I could understand if there was a year to go but there's about 5 years left before the games start!

Yeah, logo will probably outdate itself by 2012.