The London 2012 Olympic Logo
With all the hating that’s going on, I just want to say that I actually like the London 2012 Olympic logo (be sure to check out the video). I don’t think it’s perfect and I’m not convinced that the typeface is the best choice, but it gets your attention and suggests that the 2012 Olympics will be a little bit different.
The angular form and the vibrant colours wouldn’t be considered “safe” for the mass market and I’m happy to see that the organizing committee had the courage push things a little bit. Too often, organizations opt for designs that are safe and inclusive for everyone involved. Unfortunately, this can lead to generic, forgettable work.
Assuming the London 2012 logo makes it through the firestorm it has kicked up, and assuming that the overall brand treatment is just as interesting during the games, I imagine that the look of this Olympics will be memorable for quite some time. Whether those memories will be good or bad depends on the quality of the games—the stories they produce, the thrill of the competition and the heroes they create— but the Olympics rarely disappoint.
Update: Coudal Partners also like the London 2012 Olympic logo and are much more eloquent in explaining why.