Monday, November 30, 2009
What does this say?
This is the logo for the London olympics. Wolff Olins were paid a whopping GBP 400,000 to design this. You'd think that if you spent that kind of money, you'd end up with a logo that can be understood by mere mortals, however that's not what we got.
When I look at that logo I see the numbers '2' and '0' at the top. That's relatively clear. However, the bottom section is just random gibberish. If I concentrate a little harder, I could convince myself that there's a '1' in the bottom left, but what the hell is at the bottom right? A square with a squiggle beside it? I can't for the life of me figure out what that little square is for. Is it part of the '2' or is it there because they wanted to write "20-12"? I really can't tell.
If you're going to design a logo for such an important worldwide event, why can't it be legible? Logo design should be about creating an inventive and visually appealing way of getting some information across. It isn't supposed to be about who can create the most obfusticated advertisement - that defeats the entire purpose! Out of this list of a dozen alternative designs my favourite is this one:
It may not be the best logo I've ever seen, but it does one thing right: It's instantly recognisable and understandable. I know exactly what it's about without having to spend 10 mins rotating the thing trying to make sense out of it.