The Many Faces Of The Controversial Olympics 2012 Logo
A logo is a symbol or emblem that is adopted by organizations and commercial enterprises to promote instant recognition. It can be composed of the name of the organization or its initials in a logotype or woodmark or purely graphics that is made up of symbols or icons. The Olympics 2012 logo is the 39th since the Olympics in 1924. These started from monochromatic hues and streamlined graphics to be more multicolored in the recent years bearing simpler and cleaner shapes and lines.
The London logo 2012 is the symbol of the upcoming Olympic Games 2012 to be held in London this summer from 27 July to 12 August. Actually, there have been two logos: one was created by Kino Design for the bidding process and a second was designed for the brand of the Games by Wolff Olins. The one by Kino was a text which reads “LONDON 2012” that appears like the River Thames in East London with a ribbon of multiple-colored stripes (yellow, black, green, blue and red) meandering through it. The second one is a graphic design of the numbers 2012 with the five Olympic rings embedded in the number zero. This logo is also being used for the Paralympics that is to be held still in London from 29 August to 9 September 2012. These are represented in four standard colors of magenta, blue, orange and green with other colors derived from the Union Flag and the corporate colors of sponsors such as Lloyds TSB, British Airways and Adidas.
In less than 48 hours after the logo's was unveiled for public viewing, opposition has been widely sounded off in all forms of media. There was even an online petition that was supported by about 28,000 electronic signatures blasting the design. Polls used to measure the negativity of the reactions gave the logo the lowest possible rating at unprecedented negative 80 percent. Scathing comments spread like wild fire especially with the rumor that the colorful logo cost a hefty $800,000. The critics called the exorbitant price as a waste of money. Many even think that a national competition would have generated a better design for a lesser cost. It was also a common sentiment that the logo failed to capture the British spirit and that it was a source of embarrassment than pride for the people of UK.
Through all the raucous reactions generated worldwide by the Olympics 2012 logo, Sebastian Coe, the head of the London organizers, asked for patience. He explained that the new logo is "about reaching out and engaging young people, which is where our challenge is over the next five years.” The people behind the decision to favor the second design (by Ollin), which now hailed to be “a far cry” to what was presented when the London organizers lobbied to host the 2012 Games, used words like “modern” and “inclusive” to describe the branding logo. They further assert that the brand logo graphically captures the essence of the London 2012 Olympic Games. The organizers see the Games as a way to inspire the youth around the world through sport and Olympic values.
There is no denying the fact that this generation after learning about branding, sees the significance of having the London 2012 branded. It is essential to the generation of funds which is lifeblood to the Organizing Committee. It is fundamental to the Games and its generation of funds. It is a property and a valuable asset of the Organizers. It is something powerful and that combines the power of the Olympic rings and the city of London together. And this brand is supposed to go down the history of Olympics.
The Olympics 2012 logo will not just go down history as the one that “ignited a firestorm of public opposition” about five years before the opening ceremonies of the 2012 Games. It is also one of the most expensive and one that got everyone talking. Despite what oppositionists feel or perceive the logo, it remains to be an important part of the event. To the organizers, the logo is their brand that is universally comprehensible. It communicates its energy, confidence and belief in the youth of this generation and of the future.
