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.

Are you a design nerd?


I think I need to own these sets of graphic design triva questions just for personal interest and to test my knowledge.

DESIGNerd is a new trivia game venture, devised by Brisbane-based graphic designer Kevin Finn of Finn Creative. The first three limited edition packs of ‘100+ Graphic Design Questions by’ have recently launched with each pack’s questions devised by a different designer…

Kevin Finn set the questions (each printed on its own card with bonus points available for extra knowledge) for Volume 1, Steven Heller and Lita Talarico devised the questions for Volume 2, and Stefan Sagmeister has concocted the quiz questions for Volume 3, soon to be released.

We’ve dipped in to the Heller + Talarico pack to test our knowledge. Here are a couple of questions to give you a flavour of the geekery required to be a contender in a game of DESIGNerd:

Who designed the title sequence for the movie ‘Seven’ which introduced scratchy, layered, post-modern typography to film title design?

In 1989, Zuzana Licko designed two digital typefaces. One of them is called Lunatix. What is the other typeface called?

When did German type designer Hermann Zapf design the typefaces Melior and Optima for the Stempel Foundry?

You get the idea. Try answering without using the internet!

Each pack is limited to just 1000 issues and comes housed in a rather nice round-edged tin which is personalised by the contributing designer’s own hand drawn rendering of ‘100+’ on the front and then their hand drawn question mark on the back. Good job the packaging is sturdy, re-usable and beautifully made: each pack is priced at AUS$75 which works out at a rather pricey £48 (US$77) by today’s exchange rates. On the plus side, if you live with or spend a lot of time with design nerds, this game will test and increase your knowledge like no other trivia game.

Finn is also developing series of similar ‘100+’ packs that compile trivia questions by luminaries in teh fields of Architecture, Product Design, and also Fashion Design.