Visuals 'evolve' London 2012 logo

The logo for the London 2012 Olympics, which was publicly attacked for being ‘meaningless’, is to undergo a revamp that will incorporate images of athletes.

Disclosures obtained by a national paper claim organisers have already approved the image of a child taking part in martial arts to feature in the graffiti-style design.

The updated emblem has already been emblazoned on the back of a bus, which is touring Britain to promote the games, The Financial Times reported yesterday.

A spokesman for the London Organising Committee told the paper that plans to fill the logo with pictures of athletes had simply been brought forward.

The spokesman added that anecdotal evidence suggested that the so-called ‘picture logo’ of London 2012 was getting a better reaction from the public than the original.

Speaking to The Sunday Times, the Committee reiterated its claim that adding pictures to the logo was not a U-turn - rather the addition of visuals is “moving the brand forward.”

Yet industry insiders have reportedly said the revamp was needed, because officials forgot the initial design would be seen firstly in newspapers, rather than 3D-films or online.

The additions to the graffiti-style ‘2012’ logo, which has been likened to the shape of a swastika, come after 50,000 people signed an online petition calling for it to be scrapped.

Last week, eight out of ten adults supported the spirit of the petition, by saying that the logo’s £400,000 price tag was a waste of money, says a poll commissioned by Superbrands.

More than half of Britons, also responding to pollster YouGov, said the jagged design of the logo makes Britain look foolish, while 65% said they dislike or hate it.

Stephen Cheliotis, chairman of the Superbrands Councils, said: “In many respects the logo was original and innovative however, the bold design was always going to create controversy and alienate a significant number of people.”

He added: “With time we envisage that it will grow on people but clearly at present the bulk of the British public still dislike it; sadly come the 2012 games I think a slight majority will still hold that view. Personally I think it is hideous.”




 

3rd July 2007

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