3. Annotated image – London 2012 logo

The geometric form and solid colour fills caused controversy that it resembled children’s work due to the simplistic appearance. The abstract style resembles paper cut-outs (similar style to Henri Matisse, Blue Nude II) and can be criticised that it is illegible. The corners of the individual figures are angular; the designer appears to want to portray the London Olympics to be edgy and futuristic.

Pink is a “warm, exciting, fun” colour and “as the amount of red increases, it becomes more vivid and youthful”.  A strong hue of red in the pink and the hue of the yellow is bright, connoting that it will be fresh, fun and exciting.

The colours used don’t resemble any significance to traditional British colours, which seems odd as an Olympic logo usually symbolises the country (e.g. Beijing Olympics had 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’. Personally I think that without the Olympic Rings and the ‘London’ embedded, it would be difficult to recognise what the logo was for.

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


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