New London 2012 logo

Quite a brave ol' logo for London 2012 Olympics - there's a branding video where you can watch it coming together, zooming across the london skyline, bouncing through the athletes bodies, lighting up everything sporty. I tell you, I think its fantastic, but come the Olympics themselves, we'll be bloody sick of it. I can see what's going on - vibrant, modern, kinetic, buzzy, exciting - and I have to say its quite a departure from the usual Olympic logos and I'm quite glad there isn't a character, a cheeky lion say, or a face created from the rings...hang on, maybe it is a character in itself, fizzing with energy, ready to go at the sound of the gun. I think it was created by Wolff Olins, the same people behind 3 and orange. Lets see what the designerati think, I predict they'll hate it and then get onboard the bandwagon once it gains popularity. I'll tune into Radio 5 tomorrow to hear people complain that its a waste of money. Can't wait.

*UPDATE 07.06.07

I can't quite believe the reactions - its a couple of days later and it seems the logo is meeting with universal disapproval. There are a legion of posts discussing the logo and how much people hate it - everything from it looking like a bad eighties soft-rock video to looking like Simpson's characters. I'm in the process of designing a logo for a music organisation and to be honest, its not a good time for these sorts of things, believe me when I say it will be restrained. At least its got everyone talking about design then, although Seb Coe must be wishing he'd gone for the fluffy lion with a ribbon leaping over the olympic rings.