It has to be mentioned doesn't it?

So, this has been bandied around for days now and people are going proper mental, so what do I think of it all? I have to say, I agree with someone for once, infact everyone...this logo is crap!

It is crap for many reasons, here are a few...

1) Pink and yellow are garish and the animated version is actually frightening. It looks like a shell-suit logo of glorious 80's descent.

2) The shapes are juvenile and non-representative of anything rationally adult unless you tilt your head to see that they are numbers.

3) Downplaying London and the Olympic rings into colourless uninspiring referenceless inserts really isn't the best way to promote the vibrancy of the Olympics in London is it?

4) As many a good citizen will tell you, if you rearrange the shapes, you get some other pretty horrific designs, none of which could inspire a nation to greatness as they will only provide a reference point for mockery and general hilarity

As my mate Dave and I lamented last night, ten year old kids have a better idea of what the Olympics in London represents than these jokers, Wolff Olins. I can see the brief now, it's got to be 'vibrant' and truly 'differentiate' from logos of yesteryear... it's done that alright! It's probably well on-brief but it's so off all at the same time. The precarious balance of promotion, patriotism, celebration and sport are just not there. It really puts this industry under pressure this sort of rubbish, it's just not saying a lot for insightful and creative professionals is it?

It should go, but saying that, the nation seems united over this travesty, which is a real plus-point of this whole thing! Now we can all work together and design something exciting and honest for the benefit of this glorious nation that we all clearly respect and adore!

I'm off to get my crayolas out like the rest of the country...