Government Quashes Logo Redesign Talk

The government has moved to end the ongoing debate over the new London 2012 logo
by confirming that it will not be asking the organising committee to reconsider
the branding.

Despite calls for a redesign or for a public competition to create a new
logo, a spokesman for the Department of Culture, Media & Sport confirmed
that the logo will remain in its current format.

Commented Lord Davies of the DCMS: ‘We believe that the new London 2012 brand
will establish the character and identity of the 2012 Games, nationally and
internationally, and we will not be asking the London Organising Committee of
the Olympic Games and Paralympic Games to reconsider it.

‘The logo will establish the character and identity of the Games. You must at
least concede one fact. The purpose of a logo is to identify and bring to
everyone’s attention the brand in question. This brand has certainly drawn the
nation’s attention.

‘It may be uninspiring to some and inspiring to others. What is clear about
the brand is that it is meant to be a multi-media attraction.’

The logo, which was launched last week, caused an outcry among the public
with many criticising the £400,000 cost that the organising committee paid
design agency Wolff Olins for the work.