The brand identity, created by the London-based design consultancy Wolff-Olins, was unveiled at a start-studded presentation led by LOCOG chairman Lord Coe and LOCOG CEO, Paul Deighton, attended by luminaries of British sport.
LOCOG said in a statement, “ The new emblem for London 2012 is dynamic, modern and flexible reflecting a brand savvy world where people, especially young people, no longer relate to static logos but respond to a dynamic brand that works with new technology and across traditional and new media networks.”
IOC President Jacque Rogge endorsed the controversial logo: “ This is a truly innovative brand logo that captures the essence of the London 2012 Olympic Games - namely to inspire young people around the world through sport and the Olympic values… the brand launched today by London, is, I believe, an early indication of the dynamism, modernity and inclusiveness with which London 2012 will leave its Olympic mark.”
The designers received media plaudits for integrating the brand identity of the Summer Olympic Games and the Paralympics into the design for the first time in Olympic history.
However, the immediate reaction to the logo in the press and interactive media was largely negative. More than 80 per cent of respondents on a BBC website poll voted strongly against the logo.
Submitted by Matthew Glendinning on Tue, 05/06/2007 - 07:45
London 2012 has launched a new brand identity and logo to lead its multi-million pound commercial programmes to a hail of criticism from the press and public.
