Steve Kulp

injury to insult – london 2012

In advertising, design, graphic design, london 2012, olympics, sports, uncategorized on June 6, 2007 at 8:44 am


What was just another bad logo is now a public health problem. It seems the promotional video for the London 2012 Olympics mark (above) is capable of causing seizures. This logo has turned out to be an absolute PR disaster, and it doesn’t seem to be getting better. I even heard milquetoast Matt Lauer take a cheap-shot at it on th Today Show.

What worries me is the damage this debacle does for design in general. One of the fundamental problems that faces designers today is their (in)ability to explain their work to laypeople. The running joke is tha “even our parents think we sit in the corner and draw pictures all day.” It’s hard to build value in the eyes of the public around something that seems as simple as a logo.

I’ve already seen the public questioning the nearly $800,000 in fees that Wolff Olins commanded for the logo design and development. There’s actually some jerk on YouTube who has posted a video of themselves redrawing the logo in real time as a way of questioning its cost. What they fail to explain is the weeks and months of constant exploration and iterations that culminated with this logo. As a (reformed) designer, I understand the value of the work that goes into a project like this. To be honest, $800K seems like the “friends and family rate”. If a large, high profile privately-held corporation commissioned the same level of work, it would cost considerabbly more. So, let me be clear: I hat this logo on a gut level, but I understand it rationallly.

For a good overview of the reactions of the graphic design community to the logo check out this post over at SpeakUp. (Warning!!! They do attempt to defend the logo as a piece of design.) Be sure to take a gander at the riot that is going on in the comments section.

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  1. When will we ever get it right?

  2. […] the debacle surrounding the London 2012 logo, it was refreshing to see what a great job Vancouver seems to be doing with its Winter 2010 […]

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