Reaction to Sochi 2014 Winter Olympics Logo Unveiling: ‘At Least It’s Not 2012’


Speaking of 180-degree turns, we ask you to think back to just two years ago when people were screaming and spitting at their monitors over Wolff OlinsLondon 2012 Olympics logo (and when they weren’t spitting and screaming, it was giving them seizures). But here we are seeing the roll-out of the Sochi 2014 Winter Olympics branding, created (in part) by Interbrand, and there’s only a sliver of that vitriol this time around. There are complaints, sure, largely over it being the first in the history of Olympic logos to include its web address right there in the middle of it all, and that it sort of resembles a sort of familiar dot-com branding effort, but things are far more quiet this time around. Brand Republic asked some leading figures at the epicenter of 2007’s anger, the UK, about their reactions to the 2014 branding and the running theme behind most of the answers seemed to be “Well, at least it isn’t another 2012.” So not 100% liked, but we expect Sochi and Interbrand won’t be experiencing nearly as many sleepless nights as those before them.