The 'new' London 2012 Logo

2008.06.18 8:08

I swear, this is not the Olympic Logo Blog, but when I say this morning that the London 2012 Olympics had an updated logo, I had to shout it out.

The New London 2012 Logo

The new version, updated by original logo creators Wolff Olins, features the Union Jack skinned over the same crazy cubist mark. According to Design Week, this new logo is “tailored to the UK to celebrate the Olympic flag being handed over to London on 24 August,” after the Beijing games. Whatever.

The London 2012 Logo

I’m glad to see the pink and yellow colour scheme go, but doesn’t wrapping the logo in a flag seem like a slight cop-out? The 2012 Website features a solid-coloured, a Union Jack, and a mashed-up patterned hodgepodge of the logo. So they’re not exactly streamlined, yet.

The 2012 Website Homepage

So the moral of the story, the logo still stinks. It’s now slightly more patriotic and British. *sigh*


8 Comments »
a tale of brands & branding, Britain, national identities
  • Hubertus Stammer

    I guess you do not understand the whole Olympic Logo thing:
    This union jack thing is not a new logo, it is a wanted adaption. They call it a “container logo” or “container brand”so. See more explanations from Wolff-Olins by watching this video:

    .The world is changing. And it is not about dump patriotism anymore. I am sure by 2012 you will understand.

  • Hubertus Stammer

    I guess you do not understand the whole Olympic Logo thing:
    This union jack thing is not a new logo, it is a wanted adaption. They call it a “container logo” or “container brand”so. See more explanations from Wolff-Olins by watching this video:

    .The world is changing. And it is not about dump patriotism anymore. I am sure by 2012 you will understand.

  • http://www.perezfox.com Prescott

    Hubertus,

    Thanks for commenting, I appreciate your thoughts. However, I’ll invite you to read between the lines a bit more on this blog and realise that I am not only a huge fan of Britain and British design culture, but of national identities and ‘nation branding’ as a whole. The Olympics embody everything about modern branding, so when I see a logo where is looks as if someone said “just slap a flag on it”, I’m gonna make a note of it.

  • http://www.perezfox.com Prescott

    Hubertus,

    Thanks for commenting, I appreciate your thoughts. However, I’ll invite you to read between the lines a bit more on this blog and realise that I am not only a huge fan of Britain and British design culture, but of national identities and ‘nation branding’ as a whole. The Olympics embody everything about modern branding, so when I see a logo where is looks as if someone said “just slap a flag on it”, I’m gonna make a note of it.

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