Critics said the 2012 Olympic logo clashed in combination with being unsuitable, and unusual. There was little evidence to find that the branding was widely liked after it had first appeared in 2007.
The reasoning behind the logo and prescient thinking involved has been finally revealed in this month’s Creative Review, and it shows there was more to the logo than just a few blocks of colour, and something that was just created to go on flags or ribbons.
It is like most design and branding work, it is immediately judged by what is seen and not by the meaning and thinking behind it.
The logo is not just about London…the London games were aimed to be at the young and cultural activities. After the Olympics there was to be a legacy to inspire future generations to take up sport; encouraging and promoting participation, taking the games off the podium and into the streets. This was an event promoted for everyone, not just elite sportsmen and sportswomen.
London 2012 is the first logo to be used across all aspects of the games; normally there would be a separate logo for the Paralympics, including this there is a further festival version without the rings.
2012 Logo was designed by Luke Gifford who worked at branding agency Wolff Olins, with Patrick Cox.