Design that …[fill in the blank]

I endeavor everyday to complete that phrase with the word “Works”. “Design that Works” is my motto and more important its my goal. So how does the London 2012 Olympic committee complete that phrase for this lovely logo?

Design that:

London 2012 Olympics logo“…is the vision at the very heart of our brand,” said London 2012 organizing committee chairman Seb Coe.

“It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world.

“It is an invitation to take part and be involved.”

If you have to use this kind of double speak it seems like nothing is working at all. I agree with Seth Godin on this one. Time to find a new marketer.


Since writing this post I came across a couple of sites defending the London Olympic logo. Such as this site. The 10 point defense on this site was interesting to say the least. Most of their points in favor of the logo could be true of any number of logo designs, such as “reproducible” and “flexible”. But it was “not boring” and “timeless” that really cracked me up. Don’t they care that it just doesn’t work from a marketing standpoint. The logo communicates nothing about London or England. The word “London” is barely readable below a 2×2 inch size. The Olympics is a chance to market London and its culture to the world. Deliver me from designers who are eager to “look” different at all costs and are out, not to market to the world or inspire interest in the event, but to market to each other as having the most edgy and radically different design. Don’t forget that the Olympics has a timeless identity of its own, the 5 rings. These are barely there. I appreciate that some designers may want to see beyond the immediate reaction to the thought and vision behind the design. But sometimes when something doesn’t work it’s obvious, you say so and you move on.


  1. says

    You agree? Why not think for yourself?
    Think about it. Where were you when they designed Google, Apple, Cisco, et al?
    Why not post your design for us to take a look at, or would that put to much pressure on you to go public with it?



  2. says

    Its total garbage. The Olympic logo is the only visual mark people will remember after the games are over for any city and its pointless to try to ‘brand’ it any other way. Hosting the Olympics is like buying into a franchise: you have to stick with the franchise’s branding, and resist the urge to try to create your own.

  3. says

    Sorry, didn’t realize I had to be there when they designed those other logos and I missed the memo insisting I post an alternative before giving my opinion. Its the worst Olympic logo I’ve ever seen (granted I haven’t seen them all). And thats exactly what I think … all by myself.

  4. says

    Right you are Graham. Not to mention the distinct flavor that is London England is not remotely represented. Beijing has the right idea with their Chinese style brush script.

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