In Which I Discuss Logos. Alot.

I’m enjoying immensely the flap over the recent unveiling of the 2012 London Olympics logo.

In case you don’t want to jump the link, I’ll spare you by pasting in a copy:

Can you even? I know I can't. Sorry about the size, I perhaps should have pasted it in smaller, it's just a wee bit IN YOUR FACE, no? (Not to mention, I love that they added the "TM". Oh yah, we're all dying to steal THAT brilliantly conceived image and pass it off as our own work, aren't we?)

Designed by a company called Wolff Olins, the logo is supposed to spell out “2012” (I didn’t catch on to that until I read it in the article). Aside from the fact that it’s, in my opinion, one HELL of a bad concept, the thing has actually triggered seizures in several people shown the video produced to promote the new design.

I continue to be fascinated by logo design and the process by which a company or organization distills themselves into one easily identifiable image. We are, of course, knowingly or otherwise bombarded by these logos like the golden arches, the Nike swoosh, “Coke”, the yellow shell of Shell Oil, etc. all day every day. These small, in most cases, simple, images trigger a whole host of reactions and expectations be they positive, negative or both.

Consider this logo:

Makes you want to spit up, doesn’t it? A fairly extreme and sort of one-of-a-kind example, I’ll admit.

Done right, a great logo can serve to elevate a so-so organization (unless you're a Nazi), while a crappy one can instantly make an otherwise good company or group look like a big bunch of doofuses. Such is the lesson being learned, unfortunately, by the 2012 Olympic Committee. And, it's easy for me to say it's awful because, well, it IS awful, but not so easy for me to put my finger on just why precisely.

I touched in the sidebar on my love for the Bahamas Logo, which I consider a genius design:

Does that make you think of steel drums, sandy beaches, and drinks with umbrellas or what? I’ve never been particularly interested in the Bahamas, but every time I see this logo? A little voice inside my head whispers, “Ahhh….The Bahamas. Interesting.” This though I can’t really put my finger on why that font, those colors, and those shapes say “happy” to me. Any more than I can exactly say way the 2012 London Olympics logo says "run like hell". Although I do question the color choices--fushia and yellow say "Olympics" how?

Consider the Subaru logo:

Another of my favorites probably, not too coincidentally, because I drive a Subaru. I have to say, though, I do remember circling the car at the dealership and seeing that logo on the hood and thinking, “Yah.” Now, don’t get me wrong (no matter what Satan might say), I did not buy the car based on the logo, but if it hadn’t appealed to me at first glance? Who knows? It was certainly a link in the chain to SOLD for me.

Here's a logo that actually makes me think of my Mom:

Do I buy and use Dove soap? Oh, heck yes. Also, other Dove products? Yes. How big a role does that image play in my choices? I'm thinking pretty huge.

As I look over the logos I like, what they all seem to have in common is roundness. Rounded fonts and images. They are soooothing. Pleasant. Very FM. While the London Olympics logo? Jagged. Pointy. Ouchy. It says to me (in a loud, raspy parrott voice): Hey you! Come to the Olympics where the atheletes are all smoking crack and having really scary flashbacks! Waaaawk!

In conclusion, I'd just like to say: Damn. Logos velly, velly, intellesting. Wish I had more time to study on them.

Oh...WAIT! I do have time!

I QUIT MY JOB!

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