Can You Guess What This Is?


There are many talented graphic designers in England. Apparently none of them were hired for the new brand for the London 2012 Olympics.

My gosh, I’ve shown this to several people so far and no-one has been able to figure out what it is in less than 5 minutes. In case you don’t catch it, the colored shapes are supposed to be a fragmented “2012”, the 2 and 0 on top, and 1 and 2 below.

The press release states: 

The new emblem 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.  

It will become London 2012’s visual icon, instantly recognisable amongst all age groups, all around the world. It will establish the character and identity of the London 2012 Games and what the Games will symbolise nationally and internationally.

The Pontiac Aztec is recognizable too, but that doesn’t make it good… Come to think of it, this logo has the same “Yeh boyeee, we’re down with it” attempt at urban “young people” design that utterly falls flat.

And the press release makes a big point of the logo working with new technology and across “new media networks” (say with air quotes and a Dr. Evil impression). Yet the “london” is illegible even at the size shown above, which is surely not the smallest it will need to be on “websites”, and have they checked how it will work on a low-res TV screen?

OK, grumpy rant over.