In the Loop

The new Olympic logo stinks.

Posted at 1:40 PM on June 4, 2007 by Sanden Totten (4 Comments)

How do you make the Olympics hip, fresh and appealing to young people?

olympicabstractcubism.gifShow them exclusively through YouTube? Get that cartoon torch thing a Myspace page? Have former Olympic medalists star in a rap video with 50 Cent?

All of those are equally awful ideas . . . so is designing the new Olympic Logo to look like someone dropped a hot pink plate on the floor. But that's what the London Olympic organizing committee did.

Unveiling their new in-your-face Olympic Logo for the 2012 games to be held in London, hopes were high that the jagged logo would get more youths interested in the games (read the BBC article here). In fact, Prime Minister Tony Blair went so far as to say this:

"We want London 2012 not just to be about elite sporting success . . . When people see the new brand, we want them to be inspired to make a positive change in their life."

Wow. That's asking a lot from a logo. The editor for the BBC sports blog, Claire Stocks said reviews are pouring in.

"We've had a huge reaction to the launch of the new logo - most of it negative."

So what does the BBC do? They let the logo inspire their readers to make an immediate change in their life, redesign the logo. Here are some of the submissions they got. Some of them are pretty good too, and much easier on the eyes.

Check out this site for a run down of past Olympic logos. My personal favorite is the trippy Munich Olympics logo.


Comments (4)

I'm from London, and I have to say this is a national embarrassment. I hope someone in authority will have the sense to change this logo before too many people around the world see it.

Posted by Matthew Ford | June 4, 2007 2:48 PM


Oh dear. But then, I guess fake 80s nostalgia IS big with the kids these days, so maybe they're on to something!

I was pleased to have moved on from East London before the Olympics hit, but even more so now that I know that the threat of this logo would have lurked around every corner!

Posted by Anna | June 5, 2007 6:14 AM


The one redeeming aspect of this logo is that I imagine it will be a great vintage shirt logo in about 10 years after the Olympics (so maybe by 2022). It would have great ironic value so long as it's clear you are wearing it ironically. Assuming irony is still in fashion by 2022.

Posted by Sanden Totten | June 5, 2007 10:54 AM


Whoever designed that is an embrassment to the design community. Kindergardeners could do that. That would not appeal to the youth population, why not go for something with graffiti, if that was the case. That would appeal a lot more then what it is now. I'll sign the petition for a redesign. Let me know.

Posted by Vivian | June 5, 2007 4:06 PM


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