Wolff Olins London 2012 e-mail reveals more to come

Wolff Olins chairman Brian Boylan has been urging staff at the London branding consultancy not to get ‘despondent’ or ‘defensive’ about the London 2012 work that has caused such a media furore this week.

In an e-mail seen by Design Week and circulated to staff at the consultancy on Tuesday night, the evening after the media launch at London’s Roundhouse, Boylan called on employees to keep their cool, explaining that ‘it was inevitable given that 2012 were not able to tell the whole story [and] that we have not been allowed to tell our story, and the press is what it is.’

The consultancy has been unable to talk to Design Week because it is contractually bound not to talk to the press. However, Boylan’s internal e-mail makes clear that there is more to follow the launch branding and in his view that only then should it be judged.

‘I am sure when the world outside gets to hear the full story the work will get the recognition it deserves and criticism which is informed and fair,’ Boylan writes.

Since Wednesday, those working on the project at the consultancy have made a series of presentations internally to brief Wolff Olins staff more fully on the 2012 creative work.

Hide Comments (9)Show Comments (9)
  • K Randall November 30, -0001 at 12:00 am

    Whether it’s a case of a difficult client or needing to be told the concept behind the brand, I don’t think it’ll make any difference to people’s views on the ident.

    Yes design is subjective, but when you have a pretty unanimous verdict stating Worst outcome in recent design history I don’t think any amount of buzzwords like ‘dynamic, fluid or flexible’ are gonna make any difference.

    This seems to be a case of an exec trying to ‘get down with the kids’ and looking extremely out of touch.

    I feel sorry for the guys at Wolf Ollins if this wasn’t the design they wanted to push, but I’d be depressed if I was working for them right now … :/

  • Goulash November 30, -0001 at 12:00 am

    I certainly hope there’s more to come i.e.
    a total re-design. C’mon guys, cut the
    nonsense and do it properly this time!

  • P Harrison November 30, -0001 at 12:00 am

    I would like to point out to Mr Randall that if this wasn’t the design Wolff Olins wanted to push then they should not have presented it to the client.

    Surely creative integrity is worth more than paying the bills? Obviously not.

  • Amanda November 30, -0001 at 12:00 am

    If you need to tell stories for a piece of visual work… means visual communication is fail!!!!!!!! So, you have found your ways to tell the story to millions and millions from the other part of the world (when their perception of the identity just the same as the UK audience)??? Ooh god!!! Also, now it sounds like someone lake of experience in dealing with difficult clients!!

  • Daniel Nelson November 30, -0001 at 12:00 am

    I feel that Wolff Olins underestimated the launch of the logo. The logo should speak for itself without explanation as it often will be received without explanation.

    Too often designers feel that an intellectual explanation behind a badly executed design will see them through.

  • Luke Forsythe November 30, -0001 at 12:00 am

    Keep an open mind you morons.

    NONE of the above quotes state that the design was’nt what they wanted to present. They simply indicate that there is more than the logo itself i.e. the ENTIRE brand language.

    It is a hage shame that only the logo itself can be shown at this time. Its much like showing only the badge of a sports car. The entire concept is being seen through a pin-hole camera.

    YES it doesnt look great as it is. However, I reserve harsh judgemnet untill we see the brand as a whole. And so should anyone who claims to be part of the creative industrys.

    The mainstream press is bad enough.

  • Guy Reynolds November 30, -0001 at 12:00 am

    All this talk of brand vs logo, is a load of clap trap.

    The Olympics ‘brand’ has existed for decades, and will continue to exist long after the London Olympics. What was lanched on Monday was not a brand but the ‘Logo’ which will be will be attached to the brand for the duration of the 2012 games.

    The problem is that this hated logo, being hyped as the ‘brand’ is doing little more than damaging the true Qlympic brand.

  • Louai Alasfahani November 30, -0001 at 12:00 am

    Even though a logo is just one part of the brand visual identity; it is still the corner stone for the build up of the brand. In this case the bad news is that the current London 2012 logo does not do justice to the Olympics brand; the good news is that the Olympics brand will be revamped again in 4 years time. I’m not sure if the next one will be better than the current one but I’m sure that the debate will never end.

  • Luke Francis November 30, -0001 at 12:00 am

    This logo will be one that in 50 years will be looked back on as the infamous logo that changed the look of the olympics, and will keep London 2012 on the map. This logo has got the whole country interested! We need to stop our traditional thinking and look to the future

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