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Sitting here watching the closing ceremonies of 2008 Summer Olympics and a quick cut over to London for a chat with Michael Phelps reminded me of the London 2012 logo:

If you haven’t seen this yet, you might be wondering what in the world this is supposed to represent.  Here’s what the official London 2012 site has to say:

London 2012’s ambition is to create a Games for everyone, where everyone is invited to take part, join in and enjoy the most exciting event in the world…

Our emblem is simple, distinct, bold and buzzing with energy. Its form is inclusive yet consistent and has incredible flexibility to encourage access and participation. It can communicate with anyone from commercial organisations to kids playing sport. 

It feels young in spirit. Full of confidence, certainty and opportunity. Not afraid to shake things up, to challenge the accepted. To change things. 

Que?

I’m not the only one.  Seth Godin, in a post entitled, “Actually, it’s just a jaggy picture,” said:

If you are paying money to someone who talks like this, may I suggest you stop? And if you work for someone who talks like this, time to look for a new gig.

Filed under: Marketing by Michael