London 2012 Olympic Logo

Well, if it’s not political, it’s not the Olympics. While there are still two Games before it (Beijing Summer 2008 and Vancouver Winter 2010), the London Olympics is already feeling the heat of controversy.The new logo/brand has been revealed, and it seems nobody much likes it. It’s pretty blocky and rather boring to me, but what strikes me most is that it says nothing about London. The logo could be for any city, any place on the planet.

As a former marketing (and occasional branding) consultant, one thing I always stressed to destination or location clients (example) was to have their brand establish or reinforce a sense of their unique place in the world. The 2012 logo isn’t, to me, totally dreadful, but it simply neglects to tie itself to what is arguably the greatest city in the world.

See more on the official London 2012 Olympics website.