Monday, September 10, 2007
Thoughts on the London Olympics Logo
First, I appreciate that the designers tried to break the stale design pattern that's developed over the last decade or so. The Olympics logos are formulaic and somewhat sterile to be sure. It's a difficult design assignment; the logo has to work on gigantic banners, hats, drink cups, you name it.
Having said that, this logo fails on several counts:
• It says nothing about the city of London
• It elevates the year 2012 to the most important "take-away" from the logo
• The Olympic rings appear slapped on in an afterthought. In order to house the wide Olympic rings, the designer was forced to widen the graphic "0", which gives undue visual weight to the top right of the logo
• The clunky letterforms suggest heaviness (the Olympic motto is "Swifter, Higher, Faster")
• The shapes in the logo don't harmonize -- they fight one another
What do you think? Am I being too critical?