The London 2012 Olympics were a momentous occasion for the city and the world. However, there was one aspect of the event that garnered a lot of criticism – the official logo.
The logo, designed by Wolff Olins, was unveiled in 2007 and immediately sparked controversy. So why did so many people dislike the London 2012 logo? Let’s take a closer look.
History of the Logo
Before we dive into the reasons behind the criticism, it’s important to understand the history of the logo. The design brief called for a modern and dynamic logo that would represent London as a leading global city. The winning design was created by Wolff Olins, a branding agency known for its work with high-profile clients such as Microsoft and Unilever.
The logo featured four jagged shapes arranged to form the numbers “2012” in bold pink, orange, green, and blue colors. The shapes were meant to represent different cultures coming together in a celebration of sport.
Reasons for Dislike
Despite the intention behind the design, many people found it unappealing and confusing. Here are some of the main reasons for this negative reaction:
1. Lack of Clarity
One of the most common criticisms of the logo was that it lacked clarity. Some people found it difficult to discern what exactly it represented or how it related to London or sport in general.
2. Unattractive Design
Another reason for dislike was simply that many people found the design unattractive. The bright colors and jagged shapes didn’t seem to resonate with people’s expectations for an Olympic logo which should be visually appealing and inspiring.
3. Cost
The cost of designing and implementing this new brand identity also came under fire as reports showed that £400k were spent on the design alone.
The Aftermath
Despite the negative reaction, the logo remained in use throughout the London 2012 Olympics. In fact, it was featured prominently on all official merchandise and marketing materials. Despite this, it never quite gained widespread acceptance among the public.
1. Redesigns
The logo wasn’t entirely abandoned though, as it was modified slightly for use in other contexts such as digital media or print advertising.
2. Legacy
Despite being disliked by many people initially, the London 2012 logo has now become part of Olympic history. It was a pioneering graphic design concept that broke away from traditional Olympic logos and set a new benchmark for future branding exercises.
Conclusion
In conclusion, while some people may have found the London 2012 logo unappealing and difficult to understand at first glance, it did ultimately achieve its goal of representing London as a vibrant and modern global city. Its legacy lives on as a trailblazing design concept that pushed boundaries and challenged perceptions of what an Olympic logo should be.