40 responded to this post

 Nicole said on June 4th, 2007

Kill it with fire. Seems really thrown together and haphazard. Like the designer was working too much on making it “funky” and near deadline realized he forgot to put in the rings, so he just slapped them onto the largest available space. Ugh. I’m not even going to get into the font.

The BBC website is also allowing people to submit their own ideas for logos, some of which are much better than this one.

 MZ said on June 4th, 2007

this is one of the most horrid brandings I’ve seen. Ever. I wouldn’t wear a T-Shirt with this logo even if it was free.

 dfwcre8tive said on June 4th, 2007

I’m disappointed that the designers fell into the current New Rave trend which I think will be outdated by 2012. The logo has little or nothing to do with British culture. The colors make me sick and the seizure-inducing video isn’t much better.

 dfwcre8tive said on June 4th, 2007

There are already 9000 signatures on a petition to remove the logo after only one day 🙂 … and 80% of the British public are unhappy with the branding.


 a student said on June 4th, 2007

2 0 > . 2 ?

 dan said on June 4th, 2007

wouldn’t it be best to wait till like 2010 to design it at least then we’d know the trend since everything will look old and outdated then.

 Mats said on June 4th, 2007

Terrible. Looks like the german pharmacy logo exploded…


 Peter Marquardt said on June 4th, 2007

a raver on drugs got sent back to the mid 80s and tried to solve a puzzle where you have to make a square with all those angled wooden pieces.

Sorry, I suppose this is trying to approximate london’s shape on a map (hard to see even if you try) …unfortunately it fails even the simplest tests for a good branding. it looks unfriendly, dishonest, I couldn’t draw it after I looked at it for a minute and without the comparably tiny type and rings I’d have no clue even what kind of industry it would represent. I’m not even gonna touch the “shadow-outline”, the color schemes and the overall aesthetics. well ok it might be easily recognizable and probably also original in a way, but I wouldn’t want that as a bumper sticker even if I got five bucks a day as long as it was on my car.

 Pete said on June 4th, 2007

A friend has done a wonderful send up of the logo,
Never Mind the Bollocks, Here’s the Olympics!

 catsav said on June 4th, 2007

Interesting. Some sort of Jenga configuration toppling over during an earthquake. Yes, this reads as both “Olympics” and “London,” don’t you think?

In contrast, I offer the Chicago2016.org logo. Gorgeous, and right on the nose: Chicago skyline reflecting in blue Lake Michigan in a torch-like silhouette. Makes me proud to be from Chi-town.

 darryl ohrt said on June 4th, 2007

Maybe when it continues to ‘evolve’, it could ‘evolve’ into a real logo.

 Jose Roseva said on June 4th, 2007

Cant believe they actually consider such a bad design

 hafiz said on June 4th, 2007

looks like rocks or stone tools from the stone age… what in the world is that?!

 Kristen A said on June 5th, 2007

I thought curves were the new trend? (And curves would go well with a curvy Olympic logo.. hello)

Did I miss the sharp-cornered boat?

 Enrique Burgos said on June 5th, 2007

There are several problems:
1. what kind of briefing has the customer (COI) given to its agency
2. creative teams let their heads go ahead
3. agency account manager dont spot their creative
4. account manager presents “this logo”
5. customer loves it

I cant understand…where in this chain somebody became blind?

 Rez said on June 5th, 2007

Paris 2012 all the way !

 jennywhx said on June 5th, 2007

is this going to be official..? NO RIGHT?!!! don’t joke with me.

 KeyLime said on June 5th, 2007

It’s a noble attempt to break away from the current “hip” design trend. Previous logos look ummm…swishy.

This one doesn’t work for me. I predict it won’t be used afterall.

 Nigel said on June 5th, 2007

With all the negative response to this design, it wouldn’t surprise me if it gets pulled, although my initial negative reaction to the logo was tempered somewhat by the video: they clearly have lots of interesting ideas about how the basic design will be used and adapted. Problem is, most people won’t see the video, and the basic design is hard to “get” at first glance. Edgy design has its place, but why use it for something that is intended to reach out to so many people. It’s like using a really distressed font for the identity of a day care.

 Nthngmn said on June 5th, 2007

I like it. Fuck ’em. Very daring. The olympics need a new face and not some typical solution that they’ve been plagued with for years.

 balbec said on June 5th, 2007


I admit the shapes don’t make for the best readability, but here is what I thought when I first saw this logo:
I did not recognize any letter or number or word, instead it looked to me as if someone had drawn the continents of the Earth (except Australia), close to each other, kind of Pangea style. I interpreted this as a strong meaning, fitting perfectly well the spirit of the Olympics, bringing athletes and peoples closer

And then only, I distinguished the “word” 2012

A very clever logo, because either way you look at it (continents or year) you end up seeing the “mirror” effect

And don’t call me biased, I’m from Paris, France 🙂


 goddess said on June 5th, 2007

Yikes! I just had a flash back to MTV of the 80’s.

 Prescott Perez-Fox said on June 5th, 2007

I feel sorry for the designer behind the logo. Imagine when he goes to an interview, opens his book, and everyone in the room gasps and says “That was YOU”. Then again, if the design community so passionately against it, I imagine there was a lot of pressure from the account department, and maybe even some over-the-shoulder designing by our friends at London 2012.

 Bart said on June 5th, 2007

On Reddit, they said It looked like Lisa Simpson giving head.

 Eric said on June 5th, 2007

A losing athlete’s broken body? My brain with a hangover? Last minute desperation when the designer realized what the deadline was?

 mark said on June 5th, 2007

It already looks outdated! By like 20 years! Don’t like it!

 Gramb said on June 5th, 2007

I can see why people would be a little…..uh….angry about this. The cited price tag for this brand in our local newspaper was $843,000.

I think they could have saved themselves some money and just gone to Value Village and paid the $13 for one of their vintage neon t-shirts from the 80’s and used the graphic from that. Problem Solved.

In all seriousness though, i like the fact that it is so bold and so unconventional. But it’s just incoheirant at this stage. I little more process would have helped a little…

 Alan said on June 5th, 2007

Its been a long time since a logo has caused such a stir…
Everyone is talking about it. Even people who have no clue about design…
BRIEF: make people aware of London 2012.
OUTCOME: Success!!!

Love it or hate it… it has done its job far better than most…
I like it… its a grower! Break the rules!

 nOSTARS said on June 6th, 2007

By the way, the promo video on the official website was changed because of epileptic attacks.

 Rigan said on June 6th, 2007

It looks like a guy sitting on the toilette, reaching for toilette paper. Bad design 🙂

 Bimal said on June 6th, 2007

Pathetic, dull, cheap looking and looks like an old 80’s blue peter childrens “here’s one we did in about a minute” tasks. Design something that is sooo sh*****t and we’ll see if it works! An absolute joke! olymipics original logo was good.. something along those lines would have been a hell of a lot better… well anythings better than this monster


 Noah said on June 6th, 2007

Here’s an article describing the creative process for this logo:

 et said on June 6th, 2007

i think their target people are the youngster…but still I did understand why it must end up wit this one…bcoz their are so many ideas that can be made…it looks like a 70’s or 80’s design on a shirt….the world is seeing this, it should be a BANG! not a slap on a face…

 VivienneQuek said on June 7th, 2007

Couldn’t believe it when I saw the logo over the news. Street culture but nothing remotely reminds me of British culture.

 Phil said on June 8th, 2007

The Breif was as follows:

1. Must be loud, garish, almost arrogant and piss everyone off immediately
2. Must only be relevant to people utterly out of touch with “the kids” and suggest the words “zbowapppzinnng – oh yeah!”
3. Must involve Timmy Mallet
4. T-Mobile have slipped us a fortune in brown envelopes stuffed with reddies – work that in

I think they did a good job!

 VivienneQuek said on June 10th, 2007

Organising an event like Olympics involved the entire country and not just the government and the organising committee. No wonder the British citizens were unhappy. Out of curisity, I check out Sydney 2000, Athens 2004 and Beijing 2008. Well, nationalism is evident in the graphic execution.

The current design will probably remain it would be a PR disaster.

 Zeid Nasser said on June 12th, 2007

It has grown on us… at first shocking, but now it stands out.

Look at the controversy it has created. Creative in the 21st century needsa to do that.

 Dean said on June 13th, 2007


 Mostafa said on June 24th, 2007

I totally agree, it really looks unfinished or there is something really missing, it kinda looks juvenile or maybe its just me.
I had a very high expectations and maybe this is why it dos not stand out for me.

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