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’m not feeling too invited.
The logo was designed by Wolff Olins, and while it’s certainly distinctive, it seems inappropriate for London and for the Olympics. The mascots are a bit scary, too (unsurprising after they were chosen from an open call for submissions).
What do you think?
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.”
Update: 16 July 2012
Creative Review published a more comprehensive feature of the 2012 identity, giving some context. London 2012: the look of the games.
And the “brand police” have been called into action across the country. Quick, hide the chips.