3. Annotated image (old)

The simplistic form with geometric shapes and solid colour fills caused controversy that the logo resembled a child’s word because it appeared too simplistic. The abstract style resembles paper collage cutouts (similar style technique to Henri Matisse, Blue Nude II) and can be criticized that it is illegible. The corners of the individual figures are sharp and angular, the designer appears to want to portray the London Olympics to be edgy and futuristic, the designer even did not use curves on the ‘0’ figure.

The shade used for the sequence of logos are relatively bright which can connote that the upcoming Olympics are fresh. Pink is a “warm, exciting, fun” colour and “as the amount of red increases, it becomes more vivid and youthful”. There is a strong hue of red in the pink and the hue of the yellow is bright, therefore the logo gives the impression of fun and exciting.

The colours used does not resemble any significance to traditional British colours (red, white and blue) which seemed odd as an Olympic logo usually symbolises the country (e.g. Bejing olympics in the style of Chinese writing brush strokes and the flag colour of red).

The word ‘London” and the Olympic rings are embedded in the main body of the logo, the Olympic rings are used to signify the counter in the ‘0’. The typeface used on the word ‘London’ is used throughout their promotional material, the style is italic which is difficult to read and the font is geometric (circles for ‘o’ and triangle ‘n’).

There were cases that the logo was accused to resemble racist images, where the logo looked like the swastika with the hard edges. Other accusation was that the logo resembled sexual acts and resembled the word of ‘Zion’. The word ‘2012’ has been broken up into two parts of ‘20’ and ‘12’, this could be because of how people say the pronounce the word as “twenty twelve”, therefore it is broken up. But it is said that most effective logos are in the proportion of 2.25:1:25, therefore by setting it in two lines then it would be more successful.


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