‘Brand’ new logo.

Well at least something is ready in time for the 2012 London Olympics, for today saw the unveiling of their new “hardworking” …  logo.

As logos go it’s OK, although I’m sure that it will take time for some people to accept it … and as for me ? … Well, I couldn’t care less about the logo or the bloody Olympic Games, as I’ve never really been concerned about knowing if one sweaty athlete can run faster than another.

What always amuses me at these ‘image’ launches is the complete and utter bollocks spouted by those supporters of the ‘brand’, as it was called by London 2012 organising committee chairman Lord Seb Coe, when he said … 

“This is the vision at the very heart of our brand …  It will define the venues we build and the Games we hold …”  ‘The Dome’ and Wembley Stadium are soon forgotten it seems.

London Mayor Ken Livingstone said …

“The new Olympic brand (there’s that word again) draws on what London has become, the world’s most forwardlooking and international city.”  … Does he mean traffic ‘congestion charges’ and East European beggers ?

Tony Blair, world traveller and ’saint’ said …

“When people see the new brand (the’re all at it), we want them to be inspired to make a positive change in their life.”  … Now there’s a man leading by example.

Tessa Jowell, our minister for culture and super casinos said …

“This is not just a marketing logo”  …  Did no one tell the silly cow, that it’s called a  ‘brand’.

… I won’t go on …

To me the logo looks like something you might see sprayed on the side of a train, but cynics say that the logo closely resembles the Olympic project; badly joined-up and bloody expensive, or symbolises the fact that we are no better at putting on an Olympics than we are at doing a jigsaw puzzle; but brand agency (so that’s where that word comes from) Wolff Olins says it is meant to embody four key “brand pillars” (what else?) of … “access, participation, stimulation and inspiration.”  … No it doesn’t ! … It earns them …

…  £400,000  … of easy money !