Around about this time yesterday, Wolff Olins unveiled their brand for the London 2012 Olympics. Predictably, the design community (and the rest) did it’s thing and went blogged like mad, revealing their almost universal dislike for it. My initial reaction agreed with them: My answer to the question
It’s bobbins, that’s what it is.
I’ve mellowed a bit towards it in the last 24 hours. I still don’t think it works — yet. It’s certainly new, different, fresh, innovative, shocking and all of the other things their mumbo jumbo says it is. Despite all that, it just doesn’t hold together as a standalone logo.
As part of the overall brand though, it works a lot better (you can see it in context at london2012.com). Over the next few years the brand is going to be used everywhere: On television, billboards, the interwebs, printed media — just about anywhere they can display it. As it becomes more pervasive we’ll get used to it, and if they go about it properly, maybe we’ll even grow to like it.
Despite all that, I’ll forever struggle to get past the Lisa Simpson image. Thanks Reddit.