No Go Logo

There’s been quite a bit of online conversation and critique about the 2012 Olympic logo.

Great comments from Hugh who was actually there when it was unveiled.

And Seth had some great advice for people who speak jargon-ese to detract from the fact that they just ripped you off. And he really hit the nail on the head with a post about logos in general.

Here’s the thing — Advertising and graphic design are subjective. I personally don’t like this logo. Maybe you do. And criticism like this is going to happen all day in these fields.

But what does need to be considered is the big picture. So maybe you don’t like the color or the font, but will it help gain market share?

I had a client a few years ago who hired me to develop a marketing plan for his company. I discovered that while he was balking at my plans and my fees, he had paid a branding company an outlandish fee to come up with a logo and name for the company. And this happens all the time. Too many times, business strains at the gnat and swallows the camel when it comes to marketing. Spend your marketing dollars on the tires and engine of marketing — not on the upholstery and the radio.

It’s true that you need a good logo. And you don’t need to go the cheap route with it or try to do it yourself with clipart and MS Word. But you also don’t need to shell out $800,000 for anything that could easily be emailed to you.

The truest test is that if your graphic identity is giving people epileptic seizures as the 2012 Olympic one apparently is, perhaps it’s time to go back to the drawing board.

BONUS::It seems the British people could have done a better job. If you take out the photo-based ones, 2012 logos done by BBC News readers here and here are pretty good. (of course, that’s my subjective opinion)

4 thoughts on “No Go Logo”

  1. I wonder if there was a board or committee overly involved in the creation of this logo. Sometimes the designer is only partially to blame (depending on the designer, there sometimes comes a time when they stop fighting for what they know is right and start working towards just getting it done, getting it over with and getting a paycheck.)
    Granted I think I would have fought a little harder on this one if that were the case. The 2012 Olympic logo looks like it came out of the 80’s …and screams “yo MTV raps.”

  2. We certainly can’t expect the best if we are not willing to pay enough for it. I believe that cost is a big factor in producing great work.

  3. I agree. The logo doesn’t look like it’s for the Olympic. It looks like they didn’t have the budget to make the logo.

  4. I agree, logos can be great and they don’t need to cost $800,000. I have been doing this for more than three decades, and logos that cost under $1000 can be just as creative, just as original and customized and just as effective as those costing six figures. And this logo is proof of that. Logos are not the brand, Although necessary, they are low on the importance ladder of marketing.

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