turkey delivered early for Seb Coe

04Jun07

The new logo for the London 2012 Olympics has been unveiled.

Seb Coe launches the new London Olympic logo

The design was created by Wolff Ollins. Sadly it smacks of middle-aged designers battling with a tortuous brief that asks a logo to “Inspire everyone, particularly ‘Youff’, to take part in supporting and participating in the cultural and sporting event that is the Olympic games.”

As well as spelling out the year in a jagged, mock 1980’s, graffiti font. The design is vaguely shaped like Greater London.

Prime Minister Tony Blair said: “We want London 2012 not just to be about elite sporting success. When people see the new brand, we want them to be inspired to make a positive change in their life.” A positive change might be to remove the offending design from my point of view. One can only be relieved we’ve been spared a parade of the designs that lost, if this one was truly the best available.

A good friend of mine in Beijing is working on the Chinese Olympics. While Intellectual Property control is always a challenge in parts of China, with some factories reportedly happy to apply the Beijing Olympic logo to products regardless of whether brands have the licence rights. I’m wondering whether some official Olympic sponsors will be more than happy to leave the London Olympic logo off goods here, for fear it will cause a decline in sales?

Beijing Olympic logo

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