The Olympic logo in light of the triumph

The London 2012 Olympic Games have been hailed universally as a resounding success, from the wonderfully eccentric opening ceremony to the phenomenal achievements of our athletes and the resounding expression of British unity. But where does the once volatile subject of the Olympic logo fit within this story and in our minds?

 

Brands and logos are specifically designed to make an impact and drive an emotional response, and the London 2012 logo certainly provoked a powerful reaction in the lead up to the Games, albeit mostly negative. However, when Bradley Wiggins rang that enormous bell to announce the commencement of Danny Boyle’s colourful and quirky take on British culture, the logo did not appear so awkward and alien. In fact the London 2012 symbol with its vibrant colours and jagged edges seemed to fit well with this celebration of British peculiarities.

Throughout the Games the logo proved to be incredibly versatile in the way that it was applied in the various sporting contexts, which demonstrated its ability to become an actual brand.

 

 

Given that the motto for the Olympic Games was “Inspire a generation” it would appear that this logo was particularly apt. The design is easily identifiable as the number 2012 and bold in its originality, it is not just an artist’s abstract interpretation of Big Ben or Tower Bridge or a London bus.

 

 

Of course the logo could have been designed to be less obtrusive and more delicate. But as the London 2012 Olympic Games will undoubtedly be remembered as the time when the world took a peek at British eccentricities, it is perhaps befitting that the logo was just as peculiar and individual.

Looking back on those 17 days it is clear that the logo was dominant and effective, it did its job, and in the words of Lord Coe in the Olympics closing speech, '...we did it right'.

 

Comments

[Tim]

I don't think many creative professionals were ever negative towards what the logo was trying to achieve, or even the 'jagged edge, eccentric' style of design.

However, in my opinion, what is in question is the terrible execution of the logo, the dreadful shadowing effect that just doesn't work when the logo is used in two or more colours. For every OK example shown above, most of which are in mono, there were many other examples such as green and purple shadowed version at the Wimbledon venue where the logo completely failed.

[server]

Thank you for sharing your thoughts. I truly appreciate your efforts and I will
be waiting for your next post thank you once again.

[Richard]

The brand story of The London Olympic Games Brand mark was never explained properly,and from the time of its launch the emblem struggled to retain its authority as the Olympic statement of London 2012 - its place of origin. Considering it was launched years before the Games, it is a brilliant expression of the new and captures the attitude of our times. It may not sit comfortably with those that were seeking something more mainstream. We cheer on the extremes of Olympic sporting prowess and honor those that push physical possibilities to the limit, but we do not offer the same accolade to the designers who are brave enough to challenge convention. Tragically, Wolff Olins never had the opportunity to fully realise the potential of their mark - something I am sure will be reflected upon in articles and stories over time. The Look and Feel, adapted by others from the emblem's elements of shape colour and typography, became a repetitive, unsophisticated wall paper.
However, even though there will be ongoing debate about one of the world's great brand projects, the overall brand effect was very strong and the message that this is London's time to shine was very clear. Its interesting that your Bloom article ends with the statement of Lord Coe "that we did it right" how often in hindsight do we see what appears as unconventional and disruptive, become accepted and admired. This might in fact be the rewarding epitaph for the designers at Wolff Olins (and those that endorsed the design at the start) who over time will be recognised for an achievement, even though never fully developed,that was way ahead of the rest.