The 2012 Olympic Brand - Heralding a brave new world for British Sport 4
Ah, the 2012 Olympics in London. So much possibility, so much to inspire our young people to get out there and learn a new sport, to excel, to strive. And now we have a logo to encapsulate all that drive, passion and zeal into one focal point. According to the dignitaries of London:
“This is the vision at the very heart of our brand. 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 and reach out to young people around the world. It is an invitation to take part and be involved. We will host a Games where everyone is invited to join in because they are inspired by the Games to either take part in the many sports, cultural, educational and community events leading up to 2012 or they will be inspired to achieve personal goals.”
Seb Coe - Organising Committee Chairman
“We want London 2012 not just to be about elite sporting success. When people see the new brand, we want them to be inspired to make a positive change in their life. London 2012 will be a great sporting summer but will also allow Britain to showcase itself to the world.”
Tony Blair - Prime Minister
“This is a truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games - namely to inspire young people around the world through sport and the Olympic values. Each edition of the Olympic Games brings its own flavour and touch to what is now well over a century of modern Olympic history; the brand launched today by London 2012 is, I believe, an early indication of the dynamism, modernity and inclusiveness with which London 2012 will leave its Olympic mark.”
Jacque Rogge - International Olympic Committee President
“This is an iconic brand that sums up what London 2012 is all about - an inclusive, welcoming and diverse Games that involves the whole country. It takes our values to the world beyond our shores, acting both as an invitation and an inspiration. This is not just a marketing logo, but a symbol that will become familiar, instantly recognisable and associated with our Games in so many ways during the next five years.”
Tessa Jowell - Olympics Minister
“The new Olympic brand draws on what London has become - the world’s most forward-looking and international city. That message of welcome and diversity was one of the main reasons for London’s success in winning the Games. We offer the world the same exciting message that in 2012 every athlete and every visitor will feel at home in our city.”
Ken Livingstone - Lord Mayor Of London
Oh wow! I can hardly wait to see it - it’s going to be phenomenal. Something that delivers all the promises made in the above quotes has to be pretty extraordinary, doesn’t it?
Would you like to see it? Well here it is (brace yourself)

Well……
What can one say really?
Its………..well, its………………………
What it is is an absolute pile of shit! I mean good God! Look at it! It’s a bunch of jaggedy lines that vaguely form the numbers “2012″! That’s it! It’s garbage!!!
It’s absolute f*cking garbage!
I’m speechless……..OK, that’s a lie. I work in design, and while I would not even dream of calling myself a fully fledged “Graphic Designer” (although I do whenever anyone asks me what I do for a living) I can tell straight away that the guy that vomited this up from his mind spent a grand total of, ooooooohhhh, I don’t know………twenty minutes on it? The colours are gaudy and irrelevant. The font used for “London” adds nothing to the overall look of the piece (he must have picked it at random)……….
…….you know what? I was planning to spend a good few more paragraphs slating this design, but is really is so utterly bad, that I cannot even find the words to describe it.
And the guy got paid £400,000 pounds for doing it! Four hundred thousand f*cking pounds!!! The bastard must be laughing himself to sleep every night! What a bunch of retarded f*ckwits to buy whatever line of bullshit he must have fed them!
Honestly, this is exactly he kind of thing that shows one of the major weaknesses of our country - our leaders will believe anything they are told. In an age where no one wants to take the blame for anything, everyone in a position of authority turns to so called “experts” and believes everything they say. It’s really great, because when it all goes pear-shaped, they can simply say “I was only acting on advice given from the experts in the field. It’s not my fault!” and the experts can say “Well we acted upon the brief that we were given - if the information is faulty, we can’t be held accountable. It’s not our fault!” And no-one gets blamed. The experts still keep their gargantuan consultancy fees, and the managing director still gets to keep his job…and probably gets to get rid of some lower level staff, just so that he can be seen to be “decisive” to placate the already rich pigs gorging themselves at the stock option trough, when their shares drop by one millionth of a penny.
Am I getting off track? I don’t think I am. Look at the design again, then go back and read all the quotes I put at the top of this post. Look at them all - are they giving you their own opinion, or are they reading from text that was provided to them? And who do you suppose wrote that speech? Someone from a private PR firm no doubt, hired on consultancy to ensure that the minister in question does not do anything stupid, like actually give his or her own opinion. The Olympics has to be sold to the people, they have to be inspired and enthused and brought on-side, so to say what you actually think about this logo would not be in that best interest. Doesn’t matter if it’s the truth - f*ck the truth, there’s money to be made! Every word that comes from an official’s mouth is utterly meaningless today - it is all sugared words spun to decieve us and protect themselves. The media have lost their relevance as well: “A terrible thing happened today. In response to this terrible thing that happened, a Police spokesman says that the Police are very good. In a thoughtful and unbiased response to his statement, a criminal interviewed on the street said that the Police were very bad. This is the news at ten, thank you and good night”.
OK, back to the Olympic logo…
F*ck me, it’s awful.
To sum up, here’s an alternative logo that someone sent me at work - I feel it says more plainly what the official logo is saying to us all:

Here’s one final quote from Lord Coe (all quotes taken from the BBC.co.uk news article here):
“It won’t be to be eveybody’s taste immediately but it’s a brand that we genuinely believe can be a hard working brand which builds on pretty much everything we said in Singapore about reaching out and engaging young people, which is where our challenge is over the next five years.
“If we don’t do that, then frankly the whole project is unsustainable.”
Oh shit - we are going to be humiliated as a nation.





