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OLYMPIC BRANDS GONE BAD: 2012 LONDON OLYMPIC LOGO FIASCO

In early June the London Olympic Committee revealed its new Olympic logo for the London 2012 Olympics. The blocky pink and yellow image immediately drew scathing attacks amid an overwhelming reaction of shock and dismay.

The London Games are intended to be the biggest British event in recent times and to have an economic impact on London that will literally transform this City, with new transport lines and intensive new development around the site of the Olympics. Londoners view their City as more than just the center of Britain---they see it as a dynamic financial and business center of the New Europe, from which emanates top industrial design, architecture, advertising and, yes, branding.

Hating this Wretched Design is An Understatement

So, when the new London Olympic symbol was awarded to the firm of Wolff Olins high expectations were set: a brand that would represent the Olympics and contemporary London to the world. The result has caused such an outcry that the colors have already been changed from the bizarre pink and yellow to orange and yellow, with the weak defense that they had always planned to display the logo in a variety of colors and filled with photos as well. Comments such as "my 5 year old could have done better!" came in an avalanche: over 40,000 complaints were received within 48 hours of the logo's announcement.

You Can't Create a Brand in a Vacuum

The real question is: What went wrong? The keys to successful brand design are 1) a broad understanding of the audience and 2) a focus on the message that's being portrayed. It appears that the London Olympic Committee and the agency did not build on an understanding of the brand landscape and didn't set these expectations. It's about understanding some key fundamentals - really going beyond the committee to the folks in London and those who participate in the Olympics to understand their attitudes and conceptions of what the Olympics in London means. And, oh yes, the multitude of corporations that will use this brand with their mark throughout the events. It seems that these stakeholders were not truly understood or, for that matter, consulted.

Logo Design Round 3- Revisited?

So, as this controversy continues, be prepared to see another go around. I'm positive this logo issue is not dead and both the general public and the corporate sponsors are clamoring for change.

By the way, Wolff Olins received a fee of £400,000 ($900,000) for the development of this logo. It is expected to double its money once it completes work on applications of the identity.

Compare Olympic Logos — See for Yourself

For a comparison to past logos for the Olympics go to this link at the London Times to see a short slide show that shows past logos: London Times Olympic Logo

Let us know what you think!