Critics deride logo for 2012 Olympics

The London Organising Committee of the Olympic Games (Locog) is taking a critical mauling from designers and branding experts after the unveiling of its new emblem.

The backlash against the Wolff Olins-designed logo has taken Locog by surprise. It says it spent months preparing for the launch of the new brand identity, based on the principle of London 2012 being “Everyone’s Games”.

The abstract design of the number 2012, bearing the word “London” and the Olympic rings, has left many brand experts reeling.

The logo has not captured the essence of London, says Jonathan Gaby, a director at Brand Forensics.

“This is potentially a national treasure but its abstract nature is taking away from what it is,” he adds. The logo, which he says is in a similar style to graffiti, “will be Sebastian Coe’s tag”.

Brendan Martin, senior brand consultant at Identica, says trying to appeal to all sectors of the public was always going to be a difficult brief: “If you take the rings away it doesn’t really capture London or the Olympics. If you take away the word London, it could be used for anywhere.”

Paul Porral, creative director at Designhouse, says: “The typography is not of a very high standard. It does not look finished.”

At the launch of the new identity, London 2012 chairman Lord Coe said: “London 2012 will be everyone’s games – everyone’s 2012.”