© not London 2012 – flagrant violation of 2012 brand parameters. So sue me.
There is plenty in the London 2012 Olympics for us to get angry about: The magical / mythical ticket chaos; sponsorship & brand fascism from Union Carbide to intimidation of cornershops; the rooftop missiles; the world’s least-engaging Olympic mascots Hemlock & Mandible – and no-one is without an opinion on that logo.
I remain alone in feeling that – whilst no thing of beauty – the 2012 logo did an effective job of what it set out to do: signal a fresh Olympic spirit to humans under 30 not engaged in sport. But the typeface is hideous, most applications of the identity weak (Otl Aicher it ain’t), and the enforcement zeal of Seb Coe’s brand police defies belief. My mother is helping to organize a sport-themed village flower-arranging competition this summer (‘The Blooming Olympics’) and I fully expect a LOCOG-ordered SWAT team ambush with helicopter gunships and a bloody showdown in the tea tent. (more…)