Is it really time for a London 2012 rebrand already?

Sorry Kino. Nice job on the Olympic logo, but now it’s time for the big boys to move in.

It saddens me to read that Kino Design was not shortlisted to continue the branding for the 2012 London Olympics, despite the consultancy’s heroic efforts. The truth is, the creative work will probably still be undertaken by a pair of young designers on £10 per hour, but the total design tab will rise by a few more zeros.

It doesn’t make financial sense and it doesn’t guarantee better design.

Has Chancellor Gordon Brown been notified? Shouldn’t that individual at the Advertising Agency Register be shot?

Alan Clarke, Creative director, Firefly Design, Devon, PL20 6DZ