Thursday, August 2, 2012

Are London's 2012 Logo and Typeface the Worst in Olympic History?

Most def.

I'll admit I haven't watched much of the Olympics this summer.

But thanks to the proliferation of TVs in public spaces, it feels like I have.

At bars, restaurants, and inside taxis; accessing office elevators, curling weights at the gym, and folding whites in the laundry room – the London Games have become the backdrop to my daily routine.

But with even just the corner of my marginally-interested eye, I can see that something is glaringly off. 

What the heck were they thinking with that logo and font?!

How did we forget to mention London with all the fuss we made over the 2020 candidate city logos?!

We discussed the necessity of finding balance between preserving the Olympic legacy and honoring one’s unique culture; that it had to be virtuous and inspirational, possessing a feeling of highest honor.

The logo looks like someone dropped it on the floor, picked up the broken shards and decided to use it anyways.

Or it's prehistoric ruble, better suited for constructing Fred and Wilma’s house than carrying the legacy of the Olympics forward.
And that font! Rigid, casual, and downright cryptic.

This is the Official Games of the XXX Olympiad - not an invite to your son's 6th birthday party.

It doesn’t just fall short on the weight and regality of the games; it reduces them to child’s play.

Missed Memo?

Wikipedia notes public reaction to the logo in June of 2007 was largely negative. More than 80% of voters gave the logo the lowest possible rating.

Why armed with such an overwhelming public opinion to the contrary would the Olympic Committee elect to stay the course? And with a more than 5 year lead time?!

It’s maddening (but what do I know?)

Although I feel Sochi Russia’s 2014 Winter Olympic logo is equally unimaginative and clunky (not to mention, a bit of an 80's throwback) – it received high praise. The first Olympic logo to contain the website URL (, it’s believed the mark will resonate with younger generation viewers.

Whad’ya know, only 28, and yet already out of touch with what’s hip, new and now. :)

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