Today saw the launch of London’s 2012 Olympic logo.
“The jagged emblem, based on the date 2012, comes in a series of shades of pink, blue, green and orange and will evolve in the run-up to the Games.”
It shows the numbers 2012 in a design aiming to appeal to today’s Internet generation. The chairman of London’s 2012 organising committee, said:
“It is an invitation to take part and be involved.”
— SEBASTIAN COE
I don’t know about you, but I’m not feeling too invited.
The identity was designed by Wolff Olins. Due to the fact that they were chosen as the designers more than a year ago, I’m left disappointed. The mascots are pretty scary, too (unsurprising after they were chosen from an open call for submissions).
What do you think? Did Wolff Olins get it right?
Update: 01 March 2011
Iran is threatening to boycott the Games after “Internet documents have proved, using the word Zion in the logo of 2012 Olympic Games is a disgracing action and against Olympic’s valuable mottos.”
More here: London 2012 logo threatens Iran.
Update: 16 July 2012
Creative Review has published a more comprehensive look at the full brand identity. Worth a look for some context. London 2012: the look of the games.
The “brand police” are called into action across the country. Quick, hide the chips.