There’s been quite a bit of online conversation and critique about the 2012 Olympic logo.
Great comments from Hugh who was actually there when it was unveiled.
Here’s the thing — Advertising and graphic design are subjective. I personally don’t like this logo. Maybe you do. And criticism like this is going to happen all day in these fields.
But what does need to be considered is the big picture. So maybe you don’t like the color or the font, but will it help gain market share?
I had a client a few years ago who hired me to develop a marketing plan for his company. I discovered that while he was balking at my plans and my fees, he had paid a branding company an outlandish fee to come up with a logo and name for the company. And this happens all the time. Too many times, business strains at the gnat and swallows the camel when it comes to marketing. Spend your marketing dollars on the tires and engine of marketing — not on the upholstery and the radio.
It’s true that you need a good logo. And you don’t need to go the cheap route with it or try to do it yourself with clipart and MS Word. But you also don’t need to shell out $800,000 for anything that could easily be emailed to you.
The truest test is that if your graphic identity is giving people epileptic seizures as the 2012 Olympic one apparently is, perhaps it’s time to go back to the drawing board.
BONUS::It seems the British people could have done a better job. If you take out the photo-based ones, 2012 logos done by BBC News readers here and here are pretty good. (of course, that’s my subjective opinion)
When you try to tell a consumer to think contrary to the common world view, you’ll fight an uphill battle and 99% of the time you’ll fail. It’s hard to change the way people think. Really hard. If you try, it’s going to take lots of money.
Currently, NBC is attempting to fight a battle with their coverage of the 2006 Winter Olympics. They say the Olympics are in the Italian city of Torino. You know it better as Turin. (as in the Shroud of…)
Apparently when Dick Ebersol, chairman of NBC Sports, visited Torino/Turin a few years ago, he liked the way “Torino” spilled off the tongues of the locals. They chose to frame the Olympic coverage that way.
However, the AP Stylebook that most journalists follow says to use the English version of foreign cities. It’s Rome, not Roma…Munich, in place of Muenchen…and Moscow instead of Moskva.
Most of the public has heard of the Italian city of Turin…and when you read the Games results in the paper (or anywhere other than NBC), the dateline will be Turin. But when you watch them, they’ll be from Torino.
They say you should never pick a fight with someone who buys ink by the barrel…or has a transmitter. It’ll be interesting to watch a battle to frame the way you think between the inks and the transmitters.