London 2012 Olympics

I saw on this evenings News the new Olympic emblem for the 2012 Olympics. I have mixed feelings about this. When I first saw it I thought it was a very strong visual, it is modern and dynamic but I'm not sure how well it represents the Olympic games. I did not immediately see that the shapes are meant to make up '2012'. The jagged emblem represents the games in 5 years time and apparently will 'evolve' between now and 2012. It is meant to symbolise the Olympic spirit and the ability of the Games to inspire people to take part - not just as spectators, but as volunteers, in the Cultural Olympiad and more.

According to Seb Coe, the London 2012 Chair:
"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."


It will appear in pink, blue, green, and orange as shown here.



The emblem was designed by WOLFF OLINS BRAND CONSULTANCY. I had a look at their website and they have done some good work for a number of modern brands which is definitely worth checking out:

On their website is a link which takes you onto an interactive visual of the Olympics logo which I would strongly recommend looking at as its excellent!



I am definitely swaying more to the much more traditional logo designed last year by Kino Design, who were in fact winners of a contest, which features a multi-coloured ribbon following the course of the River Thames and weaving through the words "London 2012".

Andy Stanfield, of Kino Design, said: "We chose the River Thames because it flows through the centre of London and is the point at which many of the city's waterways and communities meet. It is also symbolic of the people from all over the world that flow in and out of London, defining its style, personality and vibrancy. Our aim was to create a flexible logo that was integrated into the words 'London 2012' but would be strong enough to stand alone. The ribbon delivers that and can be used in many creative ways in the campaign to win the 2012 Olympic Games for London."

Any thoughts???