Monday, June 04, 2007

Sporting brands

When Theo Spark emailed me the new Olympics 2012 logo, I assumed that it was a joke or, possibly, some sort of puzzle. It wasn't until I checked the poor, little Greek boy's blog that I realised that it was serious.
How much of my money did they blow on this pink day-glo pig's abortion of a logo, I wonder?

Quite. As some of you may know, your humble Devil is, in his day job, a graphic designer and he would like to point out, from a professional point of view, that this logo is fucking shit. Feel free to quote me.

It doesn't look like 2012 (which is apparently what it's based on) and it doesn't look professional: it does, however, look like a fucking disaster area, so it probably suits the Olympics rather well.
Olympics Minister Tessa Jowell said: "This is an iconic brand that sums up what London 2012 is all about - an inclusive, welcoming and diverse Games that involves the whole country.

"It takes our values to the world beyond our shores, acting both as an invitation and an inspiration.

"This is not just a marketing logo, but a symbol that will become familiar, instantly recognisable and associated with our Games in so many ways during the next five years."

Oh, how very true, Tess, you lying sack of shit.
Plans have also been drawn up to create a different logo for grassroots projects backing the Games.

Anyone want to lay odds on it being day-glo orange?

Fucking hellski.

UPDATE:
a commenter has pointed out that there is now a video developing the brand. Do go and watch it...

And, not entirely coincidentally, here's The Cure with Inbetween Days...


Is the 2012 designer a fan? I think we should be told...

33 comments:

Fidothedog said...

Thats the graphic version of the Millenium Dome, a huge white(or rather a range of five colours)elephant.

Chertiozhnik said...

It cost £400,000 says the BBC.

And it is an animation, not just a static badge.

Horrors.

Unity said...

So, we spend £400,000 and get a logo that looks like a constipated man straining to take a shit.

They'd have better off running a competition on Blue Peter and choose the entry in the 5-7 years category - which always fucking wins anyway.

Mr. Hughes said...

"inclusive, welcoming and diverse "

Oh God, here we go again, another 'pc' NuLabour dog's dinner. That we all have to pay for. Can no-one rid us of these turbulent leftie politos? Preferably in a large messy disaster involving the entire parliamententary Labour party!

Mark Wadsworth said...

They had a perfectly good logo with "2012" and some wavy lines, but as this government knows it will totally foul this thing up, their new logo has been designed so that it will do just as well for 2013.

David Gillies said...

They probably used the same IT design house as the ones who built the MTAS system.

David B said...

Okay, I can't be the only person thinking this, though I'm ashamed to admit it. But it is, isn't it?

Anonymous said...

professional jealousy or just jealousy?

Mr Eugenides said...

Actually it looks like Lisa Simpson is on her knees blowing someone.

Fidothedog said...

£400,000 by New Labour standards thats a mere drop in the ocean. I think they should have pissed away at least a billion on that.

Unity said...

You can close the betting on it being 'Radion' Orange in colour:

http://commentisfree.guardian.co.uk/open_thread/2007/06/go_logo.html

Fophillips said...

http://news.bbc.co.uk/1/hi/in_pictures/6719747.stm

Neal Asher said...

Don't you remember the 'Voting for Labour with your head and your heart' logo? It can be found here: http://www.guardian.co.uk/gall/0,,433789,00.html

It basically looks like someone bending over to take it up the pooper, which is about right.

David Farrer said...

Talking of sporting matters, your former country needs you.

John said...

When you have all stopped laughing take a deep breath and be amazed by the designers'
website

Could be the worst site ever.
Such delusions

jc

Andrew Zalotocky said...

Translation - "This is an iconic brand that sums up what NuLab 2007 is all about - a useless, wasteful and devious government that alienates the whole country.

It takes our values to a world beyond parody, acting both as an insult and an irritation.

This is not just a marketing logo, but a symbol that will become farcical, instantly risible and associated with our Games in so many ways during the next fifty years you'll spend paying for them."

archduke said...

its lisa simpson (on the right) giving head.

look it.

400,000 quid for that piece of utter garbage. what the fuck are they smoking?

why didnt they have several logos , and then asked the people of the UK to vote on their favourite one?

Katy Newton said...

I think it is beautiful, and not remotely like the sort of thing I used to doodle on the cover of my rough book during PSRE.

archduke said...

here's the designers website:
http://www.wolff-olins.com/

Anonymous said...

If it is Wolff-olins, the job is a pay-back for the original work they did on the Labour rose.

I cannot remember what NuLab had in the olden days, but I remember Wolff Olins banging on about how they had used the logo to reposition the brand.

Then, flushed with this success, they went to the Britannia Building Society and persuaded them to change their logo - surprise, it was a recognizable Britannia figure - for something the savers would have much more trouble recognizing and vaguely confused the more elderly customers in to thinking they were in the wrong place. As a finishing touch, they wanted various colours used for the logo and some accompanying type to be generated at random so that nothing would ever look the same twice on any piece of stationery.

It was only technical unfeasibility at that time which prevented the final lunacy, but Wolff Olins still got plenty of savers' money for doing a rubbish job.

For some reason, they even seemed to be able to charm management in to thinking the customer is very lucky to be working with such sensitive, creative an pre-cognitive artistes.

They didn't seem able to detect what I thought of them, but then who wants a scruffy customer passing an opinion.

archduke said...

by the way - the bbc got goatsed today, by somebody's sent-in version of the olympic logo

the poor dears didnt twig it until somebody pointed it out:

http://www.flickr.com/photos/yt/529979355/

Anonymous said...

What a fucking embarrasment.

The idea of this fucking circus? It's to promote britain around the world, right? And you make a logo that looks like someone on acid drawing a rockem-sockem robot?

I love the addition of "London". Like at the last minute the project manager realised that the word wasn't on there and opened it up in Photoshop and added it himself. Just look at it.

Actually, not Photoshop. It reminds me of early, drunken afternoons with MS Paint when the servers went down. Using the polygon tool to try and draw something, then when I got bored, flood filling fucking everything before adding a really garishly horrible colour combination. Like, um, a LIGHT YELLOW BORDER ON A FUCKING WHITE BACKGROUND.

You should see the rest:

http://main.london2012.com/en/news/archive/2007/June/2007-06-04-12-06.htm

Orange with a light yellow border on a white background. Fucking hell. Where did they find the designer? Myspace?

assegai mike said...

Wolff Olins strikes again! You've got to take your hat off to them. £400K for an hour's work. Pop-fucking-tastic! Leaving Lord Coe with an idiot grin, donkey's ears and "CUNT" tattooed on his forehead. Ha ha.

And don't forget, chaps, it's a brand, not a logo. So that's alright then.

Vicola said...

What the fuck is that? Had you not pointed out that it is meant to read 2012 I wouldn't have guessed. There are so many better things you could have had: a graphic of an athlete spearing Lord Coe to a wall, a giant Lord Coe extracting pound signs out of the arse of a Londoner, a giant heap of bricks, a brown envelope being handed from hand to hand, so amny ideas and they used this one? Tits, the lot of 'em.

Roger Thornhill said...

It is eyecatching, as in platignum felt tip pen eyecatching - but not as eyecatching as Tessa Jowell's head on a spike, which would be far more popular AFAICT.

Anonymous said...

My fucking arse could design a better logo than that steaming pile of dog's doo.

Anonymous said...

Apparently it will "work as an interactive emblem across a variety of new media." Which is a relief to me, as lately, new media hasn't been getting a look in.

Mark Wadsworth said...

What Roger Thornhill says.

Nicodemus said...

The sight of the once great Seb Coe sucking the throbbing tool of NuLab vanity projects.

JayN said...

Pretty bad isn't it? There's a video developing the theme here:

http://www.london2012.com/about-newlook-video.html

Looks to me like some kind of bad 80's kids TV show credits. Who'd of thought someone would have the balls to go with retro pseudo-graffiti branding! - not really in step with their claim that 'The new emblem is dynamic, modern and flexible'. Rubbish.

Zeno said...

jayn said...

http://www.london2012.com/about-newlook-video.html

As the man said, fucking hellski.

What have three lardy bints and a man who thinks the word is "dis lick sick" got to do with the Olympics?

Unless they're the organising committee...

Jake said...

94% of the public hate the logo. It is official. Over 21,000 people have voted here:

http://www.fubra.com/london2012/

Lots of other designs have been uploaded and they have been rated much higher.

If you are a designer, you can upload a logo too.

Anonymous said...

Is it just us Americans, or does everyone think the logo looks like Lisa Simpson giving a head.