Here’s what London has come up with for a 2012 Olympic Games logo: this “dynamic, modern and flexible” design based off the numbers 2012, with (for a change) no images connecting it to the host city. The logo was crafted by design agency Wolff Olins and will be used in four colors—pink, blue, green and orange—which are meant to embody four key “brand pillars” (whatever that means) of access, participation, stimulation and inspiration. You can see a movie about the new brand here. Expectations are high for this new logo. Says Tony Blair: “When people see the new brand, we want them to be inspired to make a positive change in their life.” Not sure it’s had that effect on me, as I sit in a rainy New York City on a Monday morning. How about you?
—Posted by Tim Nudd