Fresh off the press…

Take one good look at the 2012 London Olympics
logo and you may think that it definitely wins the
gold medal for the world’s worst Olympic logo.

Another gold medal might go to the 2012 London organising committee for their
statement claiming that "this is an iconic brand that sums up what London 2012
is all about — an inclusive, welcoming and diverse Games that involves the whole
country... 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."

Or, to quote Lord Sebastian Coe: "This is the vision at the very heart of our brand.
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."

Really?

Inclusive, welcoming and diverse? It looks like a geometric puzzle that doesn’t fit
and it about all it seems to welcome is a headache.

Maybe a further medal should go to Wolff Olins, the agency that received £400,000
for their twelve months worth of hard work they’ve put into creating a logo that
resembles a crayon drawing a six-year old could’ve done in six minutes.

Yes, that’s £400,000. Career change anyone?

Like it or hate it, the London logo divides people straight away. In that sense,
it's great marketing. The press that would have been generated after its release
would be worth millions. And here we are still, adding to the debate at our level.

But guess what? Maybe they planned it to happen exactly that way.

Maybe the young people in England will get on board with it and embrace it because
it doesn't look like it came from stuffy old men wearing cardigans with elbow patches.

And maybe, just maybe, Wolf Olins are worth every penny of that 400 quid.

But hey, everyone is entitled to their opinion. For what it's worth.