What is it?

In checking in to blogdom today, I found a lot of scuttle about the just-launched brand for the London 2012 Olympic games. Although developed by a highly-qualified firm, its debut is causing a lot of reaction—mostly negative. People are not liking it, evidently. So I checked it out.


Well, my first reaction was, “What is it?”

It is a grouping of rectilinear shapes devised on a slightly left-leaning diagonal axis and is available in 4 (so far) assorted flavors: pink, blue, red, green. It took me about 10 minutes of looking at it to recognize the 2012 numeric component. Oh…okay. That makes sense. It appears fragmented, sharp, and a bit unfriendly, in spite of the range of color options. It is very postmodern in its sensibility.

From what I read among the blogs and news snippets, and from my own reaction, I conclude that the London 2012 brand is generally making people uncomfortable. I am not enured to it much, either. And I don’t know London or even Britain enough to know if it really reflects the locale and the culture there. To me it seems more appropriate for a clothing company or perhaps a rock band. I don’t see the concept of a gathering of athletes or a celebration of human achievement that I (personally) associate with the Olympic Games. In fact, there really is no human element about it.

So, is it a successful brand? Well, it is causing discussion, at least. So it is creating awareness. Is is creating positive or negative awareness? Mostly negative, from what I read. My reaction was not favorable. Is it innovative? Absolutely. Is it successful? Gauging success from the point of a brand accomplishing what is is designed to do, we will see. Time will tell. We have five years to get used to it.

Alvalyn Lundgren

Alvalyn Lundgren is the founder and design director at Alvalyn Creative, an independent practice near Thousand Oaks, California. She creates visual branding, publications and books for business, entrepreneurs and authors. She is the creator of Freelance Road Trip — a business roadmap program for creative freelancers. Contact her for your visual branding, graphic and digital design needs. Join her on Twitter, Facebook, Instagram, and subscribe to her free monthly newsletter.

This Post Has 2 Comments

  1. Let me translate the Olympic motto:



    RX doping for all the medalists (100%)

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