David Knowles - Weblogs

David Knowles
So, the new 2012 Olympic logo has been launched, and it seems, according to the press, everyone hates it.

I, for one, like the design, although I must admit, when I first saw it, I too was not sure. But, it is one of those things which grows on you, the more you see it, the more you like it, or indeed, the more you accept it.

Any corporate ID or logo developed will never be to everybody's taste, as we all well know, and it would be impossible to make everybody happy with what has been produced. Therefore, to have launched a major new brand to the nation, to a huge, unanimous round of applause and a pat on the back was never going to happen.

I remember back to when the original London 2012 bid logo was produced. At the time how many people were moaning about that design? But, what did it go on to help the country achieve? Well, I wouldn't be writing this now...

There are obviously a lot of people who feel they could have done a better job, (and who can blame them seeing as the bill is £400,000!), but having seen some of the design alternatives submitted, I'm undecided.

To put together a long-lasting brand for a major international sporting event would be an incredibly difficult thing to do, especially when you have got a nation of people with an opinion on it, and a hugely diverse cultural landscape. Furthermore, how do you go about designing something, such as a brand, which has got to last five years before the event even starts, when fashion changes constantly? And where will communication technologies, such as mobile devices, outdoor media and PCs be in five years time which will be displaying the logo? It would have been easy to go for a very inoffensive design, so to go with something bold and controversial is a brave step.

Okay, the £400,000 price tag, which we the tax payer are forking out for, is incredibly steep, and that I do not agree with, but what price for developing an icon which will stand for the 2012 Olympics, and will hopefully be remembered for decades to come?

As time goes by, the controversy surrounding the logo, will die down, and the Olympic machine will continue rolling onward and with it the brand in people's minds. Ultimately, I am sure, the logo will become synonymous with the event and will trigger the emotions every great games should; and, I am sure, come the beginning of the games, you will still probably either love or hate it, but by then we will all have accepted it.

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