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.