Wednesday, June 6, 2007

Time For An Olympic-Sized "Do Over"

Guest author Scott Werner here --

When I was growing up, my friends and I could always be found playing some kind of sport in the neighborhood. And sometimes during the games somebody would ask for a "do over" after a bad swing or shot. Well, after spending $800,000 and taking an entire year to develop the new, just unveiled logo for the 2012 London Olympic Games, I think the folks that approved it need to ask for a do over.

The brains behind the games say in their press release that "the powerful, modern emblem symbolizes the dynamic Olympic spirit and it inspirational ability to reach out to people all over the world." And IOC President Jacques Rogge said it's "...a truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games..."

Are you kidding me? I realize that marketing, particularly logo design, is very difficult and very subjective. But this looks like bad graffitti more than it does an Olympic logo. There is no recognizable signature image that immediately says London (other than the word London itself). And while the design might intrigue people to discuss it, I think you'll find more people scratching their head than saying "I love it!"

In fact, according to, some critics have already called it a "monkey on a toilet" or a "broken swastika." And the real critics, the general public, have already started an online petition to scrap the logo and develop a new one, saying that it's "an embarrassment and portrays our country in the worst possible way."

Below are examples of a few recent Olympic logos that I think did a much better job. What do you think?

(NYC lost bid to London for 2012, but at least offered a much better logo!)