November 23, 2009 | Category: Logo Design Articles | Tags: Branding, Olympics, Sports Logo Design

The London Olympics 2012 logo was a bit of a shock when it was initially unveiled in 2007. This logo is different from virtually every Olympic logo heretofore. First, it has a pop-inspired colour scheme that is both bright and attention-grabbing.

Second, its sharp edges and lightning-like images are uniquely representative of London retro. Instead of the Olympic rings taking centre stage, they are dwarfed by the image and instead placed inside the zero. However, several groups have pointed out issues with the logo, which include:

Potential harm to epileptics. The advocacy group Epilepsy Action feels that the colours are too bright and that they may contribute to seizures in people living with epilepsy. Commercials using the logo have been reported to have caused seizures in several people with the disease. The fact that the Paralympics held the same year have a similar logo with an identical colour scheme means that many people living with this disease will have to be exposed to an image that has potential to do them serious harm.

Resemblance to racist images. Many groups feel that the roughly square image with hard edges jutting out is just too similar to a swastika. Although seeing a swastika in the logo requires a stretch of the imagination, this is certainly not the impression that Londoners wanted to portray to millions of visitors to Great Britain.

Resemblance to a children’s show logo. Yet another image that the abstract London 2012 Olympics resembles is that of the popular show Tiswas. The two images share jagged edges and lightning bolt details as well as generally bright colour palettes, although the colours themselves are very different. This logo attempts to market to young people, so it is easy to see how the themes may be similar without actual copying.

Lack of tradition. Many expected the London 2012 Olympics logo to incorporate traditional British colours and symbols into the traditional Olympic rings. Whether it was the shape of well-known British landmarks or the colours of the Union Jack, there are many ways that key aspects of British culture could have been the central part of the Olympics logo.

It should be noted that the logo has many positive aspects as well, such as an ultra-modern colour palette that represents the fashion-forward population of London. For the handover ceremony, the colours of the Union Jack were indeed used with great applause. In addition, the dynamic shape has allowed the logo to be more saleable, with Olympics gear practically flying out of clothing stores all over the UK.

The London 2012 Olympics logo is a winner in one key way: it has everyone talking. Will this image rally people to support it, or will it continue to be a source of disagreement? Only the next few years will tell whether the logo garners the support and enthusiasm that Britain needs to perform well in the upcoming Winter Olympic Games, or whether the controversy and bickering will continue.