As a sign manufacturer, artist and layman with some appreciation of design, I think the London 2012 identity (pictured below) looks dreadful.
I didn’t get the River Thames connection and I spend a lot of time in London – so what chance has anyone else got?
If you have to explain it your design has failed. The balance between the heavy black type and the vibrant colours in the ribbon is such that it kills any life in them.
The execution of the ribbon isn’t ‘loose’ enough to look beautifully hand-crafted, neither is it tight
enough to look crisp. It just looks badly drawn.
Additionally, there is no logic to the disappearance and reappearance of the black element of the ribbon. The numerals ’20’, with no ribbon weaving through them, appear divorced from the whole and somehow gain undue and inappropriate prominence.
Kino Design may have all kinds of wonderful rationale for this and that, but it won’t change the fact that this looks so awful.
The greater crime has, however, been committed by whoever selected it.
Shame on you and the disservice you have done our country, our sportsmen and women and our design industry.
Sales and marketing director
W Sussex RH11 7XA