London ZOI-Z

Here we go again, an overly ambitious public logo that misses the point.

Surely when the 2012 marketing and communications team were briefing Wolff-Olins they would have used words like brand, vision, and promise. Oh wait, they obviously did going by Seb Coe’s poor explanation and commentary.

Earlier today, I had a chat with brand expert Jonathan Gabay about the new “ZOI-Z” logo, and we were both in agreement about how the identity will fair in the dynamic, multimedia realm, and the committee’s attempt at trying to be ‘too clever‘.

It would appear that the intention was to create a dynamic identity, capable of animating itself across a range of media — but obviously the Olympic Organising Committee think that by 2012, entrance tickets, brochures, posters and t-shirts are set to become obsolete — completely forgetting basic brand carrying media.

As for today’s launch, surely using tools of the times and focusing on a more online, visually dynamic, participatory, launch campaign would have helped secure public support. Instead, the only visual brand presentation sits (embedded) in the London 2012 website — as a result the media and press only have flat images to play with, and opens it up to ridicule:

DD