I’m sorry, but the 2012 London Olympic branding is just down right awful. The logo itself especially.

Or to coin a very British term… Its pants, it is.

Its bad enough that I’m not even going to put an image of it here. Its just … ewww. It looks like some 80s burn out still on an acid trip vomited up last nights vodka and buzzed out drawing patterns in the psychedelic splash of colour under their head. I mean… The shapes hold no relevance to London that I can ever imagine. Without the “explanation” I wouldn’t have a clue what it means. And the colours are just…

Its a frightening and very bizarre concept.

Why not go with something cute and cuddly that represents London. I mean, brawling in the East end would probably be more representative than this pile of gobshite they’ve got now. Oooh… I know… How about an image of people being drawn and quartered at the Tower of London???

Horrible as they are, they at least say “London!” in some way. This crap they’re spouting right now… Sorry but if I didn’t know what it was for already, I’d have no clue at the end of it. I mean, looking at the logo I can see an abstract representation of Australia, the 3 islands of New Zealand and a question mark. How on Earth does that represent London?

I’m sorry, but there is absolutely no connection I could possible make between London and the 2012 Olympic branding without being blatantly told that is what its for. And any first year marketing student will tell you that without that, your brand will fail. You shouldn’t have to be told what a brand is about or for, it should be representative in some way without the explanation.