Disastrous 2012 Olympics Logo

They gave us great things like the Beatles, double-decker buses, and fish and chips. What happened to the logo design for the London 2012 Olympics? Take a look...

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The new logo is a disjointed number 2012 presented in pink, orange, blue and green versions. All ugly, uninviting, and graphically challenged. The number 2012 is nearly unidentifiable. Designed by Wolff Olins, (, for a reported US $800,000. From Olympics Minister Tessa Jowell: "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."

International Olympic Committee President Jacques Rogge said, "This is a truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games - namely to inspire young people around the world through sport and the Olympic values."

Really? It says that? Most Londoners, alongside the rest of the international community, view the jagged logo as sharp and hostile in a barbed wire/shattered glass sort of way. Hardly inspiration for young people around the world. Here are some designs that were passed over in favor of the Olins design:

Below is the original working logo design used until the job was put out to bid. At least it is recognizable, doesn't put the title of the host city in a childish lower case font, and has a color scheme in keeping with a youthful friendly image.

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Filed under: Photo Extras May 01, 2009
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