gordonated

Olympics 2012

Yesterday, the logo for the 2012 Olympic Games was revealed to the public. Forgive me but I’m having problems trying to appreciate it. A few quotes taken from BBC sports website:

“This is the vision at the very heart of our brand,” said London 2012 organising committee chairman Seb Coe.

“It’s not a logo, it’s a brand that will take us forward for the next five years,” he told BBC Five Live.

International Olympic Committee President Jacques Rogge said: “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.

(From creative match) The brief reads:

“An emblem that represented the four key ‘brand pillars’ of access, participation, stimulation and inspiration, culminating in the brand vision of ‘Everyone’s Games’.”

I’m really having an internal struggle to appreciate this. I’m sorry, I’m not being sarcastic. This identity is done by Wolff Ollins and I have a vast amount of respect to any work that he has done and will do. A little research suggests that the organisers are targeting at young people to get involved. Joining what? The games itself? Everyone’s games? You can watch the brand video here.

But again, building an identity sorely upon the foundations of the logo is not the case in the big picture. The Olympics have been around and the world turns its eyes at it. I’m sure that the whole promotional and marketing team for the games, has have a set of expected influences on the decision of making the games a success. It would be sad if the logo alone has to to the job right? Arguments and comments have been pouring in worldwide about this one. But will they stand the test of time? Or will the brand prove them all wrong? Otl Aicher’s pictogram designs for the 1972 Munich Olympics impressed us until today. Style will evolve and change. Maybe, this architecture will be the next ‘logo-trend’ for the coming years. A little showcase of Olympic logo’s are available here on Wiki. Also, some logo’s that could have been chosen here.

You can sign a petition against it if you want…

The numbers 2012 broken down to form the logo well, in my personal opinion, looks like the swastika, distorted. But I like that fact. Yeah, it actually happens to be pretty dynamic as well. At a certain angle, it looks like some dude doing a “snake head hand signal” with his right leg up facing left.

I would consider this identity and logo a huge success if I’m motivated to do some exercises with it’s influence around. I don’t care if it’s ugly or not. I am going to learn and observe from the development of this identity until 2012. That’s what I want to get out of this case study.

Shocked, yes. Excited, I don’t know. Impressed, maybe in the future (Do not judge a book by its cover, at least until you have finish reading it). Curious, absolutely!

On the ligher note, why some greek influences on the choice of typeface? I thought Mr Eric Gill will rule the world this time..