Jun 07

BRANDWATCH: London 2012 (aka MINE EYES!)

FT + TMFD9 comments • 1,246 views

london2012.jpgSo they have unveiled a new logo for the 2012 Olympic games. Some quatrters are calling this the most significant step since we won the right to host the Limpies two years ago. I would suggest that the plans, the compulsory purchase orders and the endless Evening Standard stories about Council Tax and going over budget are more significant. But this is certainly not a logo that you can ignore.

It takes a bit of getting used to, especially after the previous very clear logo. This one is clearly designed for a multi-media age with its fluro-colours which one assumes probably flash like a graphic from a BBC B computer (Remember the BBC had 16 colours, 8 of which were flashing such as magenta and yellow. Note, flashing does not make it a new colour). If there is one design aesthetic involved here, it can only be that of Myspace.

It is interesting, trying to create a logo which will look current in 2012. It means by definition you have to throw out anything that might look like it might be current NOW. Which is why the Nu-Rave colours are a bit worrying. But factor in Nu-Rave, you are still left with a feeling of Pelican book jackets of the 1960’s which all seem more of an inspiration, especially with the seemingly random shape. One assumes it will jiggle, flash and perhaps morph into a superheroic Decathlete. Or be binned in embarrassment in two years time when the design aesthetic becomes ALL COMIC SANS – ALL THE TIME.


  1. 1
    steve m on 4 Jun 2007 #

    The logo actually makes me think of W1p3out/mid 90s Japanesque graphics as much as nu-rave or whatever.

  2. 2
    Tom on 4 Jun 2007 #

    As I said on ILM it makes me think of a rampaging five-eyed space gorilla charging at me, 3D Monster Maze style.

  3. 3
    Al Ewing on 4 Jun 2007 #

    In 2012 I imagine the Space Olympics will involve being charged at by a five-eyed gorilla, so prescient work there.

  4. 4
    Dave on 4 Jun 2007 #

    It’s either Maggie Simpson giving a blowjob or London in 2012 after global warming floods the capital.

  5. 5
    Rob Brennan on 5 Jun 2007 #

    Did anyone else see this last night? I nearly spat out my tea.

  6. 6
    Pete Baran on 5 Jun 2007 #

    Having seen this on a T-Shirt yesterday and wanting one, I think this could well be a masterpiece. Especially if put on Global Hypercolor T-Shirts. The Tangramesque moving stuff around makes it a logo you want to play with. The negative publicity today may push me into kneejerk liking, but who don’t like a kneejerk?

  7. 7
    Tom on 5 Jun 2007 #

    Certainly Olympic weightlifters are keen.

    I think people are making much too much fuss over it.

  8. 8
    katstevens on 6 Jun 2007 #

    It could have been a lot worse. But I thought the logo colours were meant to stick to those olympic rings?

    The lettering is unreadable at first, though I suppose everyone will know what it’s meant to say already. A quick look at the logos for previous games on wiki reveals that no-one really bothers putting the city name or year in the logo, as it’s written underneath anyway! Hmmmm.

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