Journal

Today I learned that Olympic Committee unveiled new London 2012 logo. Mayor Ken explained that it represents "what London has become - the world's most forward looking and international city." he later added: "We offer the world the same exciting message (of welcome and diversity) that in 2012 every athlete and every visitor will feel at home in our city."

I think the logo successfully sends the opposite message of unfriendliness and dullness, expressed though jagged edges and unsymmetrical shapes which are combined into unbalanced group, representing the date 2012. This messy design comes in four colours: pink, blue, green and orange; as if to make it more of a farce by painting it bright colours.

The designers responsible for this disaster are actually a major brand consultancy Wolff Olins. I'm not sure what they are thinking, but from over 17 thousand votes on BBC web site, at this moment, 84% gave it the lowest point - 'wooden spoon'. The web site received just under 3000 responses in its discussion with majority of people seriously not happy with the brand. Their frustration is understandable because the cost of the design came to £400,000. An astonishing amount of money for something so badly received by public, which the brand is supposed to represent.