What’s wrong with the London 2012 Logo?

Last June, the EUR 400,000 worth London 2012 Olympics Logo (done by London-based brand consultants Wolff Olins) was unveiled amidst much hype, fanfare, anticipation and well, harsh criticisms from graphics design experts from all over the world. Personally, i don’t think there’s anything wrong with the 2012 Olympics logo. Yes, it may not conform with the current design trends today, but i think its cutting edge and represents forward thinking.

But of course, who am i in the field of graphics design? I am definitely no expert. I’m just a budding seed, a mere enthusiast who thinks that the jagged emblem, more like pieces of a jigsaw puzzle, formed to look (the year) 2012, is a fresh take and gives a new dynamism on the Olympics brand.

Ken Livingstone, the Mayor of London said that “The new Olympic brand draws on what London has become, the world’s most forward-looking and international city.” And as i perceive it, yes, the logo indeed reflects this.

The straight, jagged edges may be liken to roads heading towards 2012, towards the future. The colors (which will come in pink, blue, green and orange) may not reflect the traditional patriotism carried by the past Olympic logos, but they stand-out – youthful and dynamic.

However, like i said, the international graphics design community simply did not agree with this “branding representation”, an online petition was even started appealing to change the logo completely. The petition, as of to date has already accumulated almost 50,000 signatures.

Adding up to the petition was this website that raised the question: Can you do better? And true to form, graphics designers (from all over) responded enthusiastically and submitted their take on the 2012 Olympics Logo.

Some are good and deserves a second look.

You? What’s you’re take on this? Are these logos really better than the existing one? Do they reflect the essence of the Olympic Spirit as per the vision of the London 2012 Olympics organizers?