Good God What is That

posted on June 4th, 2007 by Anthony

The London 2012 Olympics logo

This is new £500,000 (admittedly quite cheap compared to some) logo that will be the global brand for our countries Olympics in 2012.

The shape(s) is apparently based on the number 2012 – I can see that, just. Very just.

It’s apparently a jigsaw, and also a “multimedia logo” – I can only imagine there some horrid explosion/coming together animation involved.

The typeface for london is awful.

The colours are, er… bright. There are thankfully alternative schemes too with the red on white being the least retina burning.

Why moaninho is supposed to make it better I don’t know

I’m not sure why the self proclaimed “Special One” is there with Lord Seb. For a start he calls himself the Special One, he’s Portuguese, and everybody hates him. Even his own mother. Probably. It kind of sums the whole thing up in a way…

Anyway, as always there is reason behind the broken mess of a logo. Apparently:

It symbolises the Olympic spirit and the ability of the Games to inspire people to take part – not just as spectators, but as volunteers, in the Cultural Olympiad and more.


It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone

Thems going to be some crazy assed running tracks.

I can only assume they’ve gone for the most radical logo possible just to prove that us Brits aren’t dead boring after all.

It’s not like they didn’t have a solid base to go from…

The old logo

OK it wasn’t that inspiring… but at least it was predictably British. This new thing smacks of trying far too hard.

At least they can’t be accused of sticking to the usual formula…

Other recent logos

The more I look at it the more I think gah! The DayGlo psychedelic colours are in vogue now – as in this month – but come 2012 I can’t help but thinking they will look very out of place.

I just can’t quite get my head around how this was ever allowed to get off the designers sketch book. There are some good ideas in there somewhere, but it looks about fifteen levels of refinement away from finished.

Gah. I’ll shut up now, before it makes me too mad.