Shame the design process was such an Olympic bid

As one of the seven shortlisted designers/ design groups for the London 2012 Olympic bid identity, I have been dismayed to read about the poor design management and judging panel feuds in selecting the London 2012 identity.

The suggestion that a design- inexperienced panel of marketers was involved in the shortlisting is false. A quick look at London 2012 director of marketing David

Magliano’s CV includes a wealth of design experience at Imagination, HHCL and Ogilvy.

This negativity surrounding the judging process has reflected badly on the seven shortlisted entries and questions the creative calibre of their work.

I feel proud to have reached the final shortlist and would stand by the creative solution and strategy of my design to the last – judge for yourself (identity pictured left).

It would be interesting to see who else made the shortlist and how their designs compare with the winner. I have have no doubt that it will include other excellent design solutions.

Ultimately, the most important function of the identity is to succeed in promoting London’s 2012 Olympic bid.

David Watson

Trebleseven.com