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The 2012 London Olympics Rebrand: What the Hell Happened?

Wednesday, February 7th, 2007  |  Tom Carmony

The web has been abuzz this week since the announcement of the newly redesigned logo
and branding campaign for the 2012 London Olympics. Granted, the initial logo design utilized by the London Olympic committee, used during the process of bidding on the games, was a bit conservative and understated, but the new look (see below) goes 180 degrees in the wrong direction.

The Valve has dug up probably the best critique/one-liner of the new design, courtesy of a message board post:

“It looks,” says one of these latter message posters (called ‘NewLogoHater’, which is either a fantastically serendipitous surname or else an alias), “as if the 80s has thrown up into 2012.”
I couldn’t have said it better. Judge for yourself:

Old Logo

New Logo

 
 

Filed Under » Branding | Comments (1)


One Comment on This Post...

  1. Anything + Everything » So What Kind of Tagline Does $250,000 Buy You? Says:
    November 28th, 2007 at 9:37 pm

    [...] Of course, one has to be wary of criticism leveled by anyone at Wolff Olins. After all, they’re the agency responsible for the mind-numbing branding of the 2012 London Olympics. [...]