There’s been one issue this week that most of us in the industry have had views about - and it’s the launch, later than planned, of the new London 2012 brand logo.

How did it go? Hmmmm … not well.

Lord Coe in his introduction at the Roundhouse show said: “We don’t do bland”. Which sort of begs one of those East Ender ripostes, in growly vowels.

Rarely can a freshly unveiled brand logo have attracted so much instant criticism, even revulsion.

Here at ISPAL we think – Olympic brand logos are meant to appeal to a wide target audience; to bring differing ages and groups of people together; to refresh the campaign; to excite commercial sponsors; to represent the city and its new endeavour; to put a new stamp of identity upon what must become a major city and national venture.

The new logo has failed, so far!, to achieve any of those goals.

What happened? Did the talented and effective London 2012 team lose their way?

The logo designers working for them have failed before - they gave us the ill fated “Consignia” for the Post Office.

The London Olympic Games in 1948 had one of the best remembered brand logos, featuring that evocative London landmark, Big Ben. Even today, the postcard used then can still stir the emotions.

The 1991 domestic London Olympic campaign, led by Seb Coe, and supported by the CCPR, reused that branding - but lost a domestic contest with Manchester, which went on to have its second defeat in the IOC voting.

As a great athlete, Lord Coe was never one for looking back!

London 2012 must hope we will get used to it. Most of us will continue to feel this is an opportunity lost.

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