Well it causes fits – but is it fit? Well in my opinion, it’s a just logo and you’re never going to please everyone. However I do think you can criticise it on cost - £400,000 is a huge cost for a logo and a bit of animation. Apparently it’s aimed at the “internet generation” – a generation that probably understands more than any other that you don’t have to spend £400K to produce a fancy bit of design.
I suppose I’m being quite harsh though, the company behind the logo probably did have very high overheads – I bet Latte’s are quite expensive in London and all the blue paint for the fancy blue sky design suites must have cost quite a bit as well. However I bet the most expensive part of the Wolff Ollins design strategy was the salary of the speech writer – just listen to Seb Coe at the launch, whoever wrote this was definitely high on fair trade coffee beans. “[The Olympic logo] is the vision at the very heart of our brand… will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world” Nice one Seb.
Oh, and to anyone that says the logo will generate large amounts of sponsorship revenue – any Olympic logo will generate huge sponsorship, £400K or not.
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