Despite the mass media attention surrounding the London 2012 Olympics identity, the games’ committee has decided that the controversial branding will not be changed.
Following widespread condemnation, petitions and calls for the Wolff Olins work to be redesigned, Locog maintains that it will evolve and is sticking to the assertion that the branding is ‘bold, modern and flexible’. Key games sponsors, including Visa and Lloyds TSB, have reacted positively to what they see as the creative flexibility afforded by the work.
A spokesman for London 2012 says that the aim is for the branding to evolve. ‘It is so early on, we are looking forward to 2012, and clearly things will have moved on by then. There will be more engagement through the games with the Internet and mobiles. This logo reflects that the future is certainly one of the things we have thought about. It has got to reach young people, and the best way to do that is through mobiles and websites.’
‘This is a departure from using landmarks, like the Sydney Opera House for the Sydney Olympics, and this is because London is a unique city and we don’t necessarily have to push London as much because it is a global city already. Because the logo is strong, you will always get a strong reaction,’ he adds.
Separately, Mayor of London Ken Livingstone has recommended to withhold payment from the production company that created the film purported to aggravate epilepsy sufferers. The company referred to is Live Communications, confirms a Locog spokesman. A spokesman for the Mayor stresses that he welcomed the logo itself on Monday.
The Locog spokesman says, ‘We took immediate steps to remove the animation from our website while checks are being conducted. The concerns are not about the design of the London 2012 logo.’